Popcorn in action - a dozen different demos
As explored in part one, Popcorn.js and timed metadata are ways to bring the rich interactive and interconnected web into video and audio. As audiences increasingly 'dual-screen' – surf the web and social networks while watching TV or a video in the background – connecting this extra information to a film in a way that is coherent with the look and feel of the film, has lots of potential.
1. On-screen notations
Inspired by the pop-up info panels that would appear on some music TV shows, pop-ups let you provide text-based commentary during a video and can be styled and coloured as needed – and placed anywhere on screen for as long as desired. Because these aren't encoded into the video, they can be indexed by search engines, translated by screen readers – and changed and added to during the life of the video.Read more
What does transmedia documentary really mean?
This weekend at Ravensbourne College on the Greenwich peninsular, over 1,000 of the world's leading web makers and digital innovators have gathered for MozFest, Mozilla's annual get-together for a weekend of idea-sharing and web-making. One of the big announcements at the three-day event – which spans from gaming and learning to digital media and collaborative creativity – is the arrival of version 1.0 of a tool called Popcorn, which could revolutionise the way we watch and interact with films and video online. Nic Wistreich, tech consultant on SDI's Virtuous Circle initiative, is on location.
Photos from MozFest 2011 by Jonathan McIntosh (Creative Commons)
It has been suggested that the most innovative aspect of the web was the hyperlink, as it gave the ability to connect one page or item to another without needing the permission of whatever you are connecting to. An article is no longer limited to just reporting an event or idea but can connect directly to the sources, discussion, points for further reading, means to share more widely, and suggestions for taking action. The invisible threads between ideas and debate that once could only be found in the indexes of books and journals could begin to be connected, building an ever-growing tapestry of knowledge and ideas.
But while this has been liberating for text, images – anything that could be printed onto paper – it falls flat (quite literally) when applied to time-based media. You can link to a video file, but the mass of information within it and related to it is mostly lost.
Metadata is the addition of data to data, and for films has traditionally dealt just with the sort of info you could find in IMDb: the credits, technical details, synopsis, rights holders and so on. But a blog link and biography for the person speaking at 24 minutes and 03 seconds? A map reference for the breathtaking cathedral during the opening scene? The latest news stories around the topic at the heart of the film? This sort of metadata has until recently been kept quite separate from the time-based media itself.
Enter Popcorn.Read more
Ben Kempas, SDI's Producer of Marketing and Distribution (PMD), shares his Top Ten Tips on how to get the most out of Distrify, a key tool for "selling movies socially" across the web.
At the Scottish Documentary Institute, we've been using Distrify for over a year now as part of our Virtuous Circle initiative, testing it thoroughly and creating innovative connections with other tools.
First and foremost, it's important to understand that Distrify are not here to go out and sell your film for you. That's still your job. They're just providing you with one of the best tools to do so. Distrify is used by self-distributors and distributors alike, and its effectiveness is determined by the overall effort you're putting into a campaign around your film.
1. It's about engagement, not just sales
Start using Distrify for initial audience engagement while you have nothing to sell yet, as it will allow people to sign up for your email updates.
Make sure all your allies and outreach contacts will embed the Distrify player rather than a YouTube trailer. I find it debatable whether you really need a trailer on YouTube or Vimeo to begin with. These may reach more people – but they only allow for simple likes or comments. You won't ever be able to contact those people directly later on.
Launching Future My Love at the Edinburgh International Film Festival, we were pushing hard for everybody to embed our Distrify player, and it ended up being the most-watched of all EIFF trailers hosted by Distrify. Between the programme launch and the end of the festival, our player counted six times as many previews as the next best trailer.
2. Use the player to announce screenings
List your upcoming festival, cinema, or community screenings in the player. Not only will it draw attention to those events, more importantly, it will make potential audience members elsewhere want to know when they can see it where they are. The "I want to see this!" button is invaluable for gathering email signups.
3. Connect it to your database of followers
We tend to get more signups through a film's Distrify player embedded in various places than through a form on the respective website for that film. Make sure to export lists of your Distrify followers and import them into the general database you're using to reach out to your audience. It's absolutely crucial to have such a central place, as you can't rely on social media alone to gather your followers (remember how restricted and expensive it has become to actually reach all your Facebook fans).
In our case, the central platform is a NationBuilder community organising system. Upon import, we automatically tag people with the film they signed up for and any products they accessed. The file from Distrify will tell you who agreed to receiving email blasts and who didn't. It is paramount to respect these choices.
But don't just think about mass blasts. The more individual your emails are the better. For example, you could contact people just after they've seen your film on Distrify and ask them for their thoughts, and maybe to share their feedback on your website?
4. Connect it to automated DVD fulfilment
Distrify does not only sell streaming rentals (TVOD) or downloads-to-own (DTO). You can offer any product through their store, be it a DVD or merchandise such as posters or T-shirts. Up to now, this meant the order was processed by Distrify but it was up to you to fulfil it and send out that DVD in reasonable time.Read more