Trevor Hogg chats with Greg Siegel about marketing movies in the digital age and the latest project for Break Media called Higher Power...
“We are focused on creating engaging, original content and have, up until this point, been focused on short-form content like
Man at Arms on our AWEme channel and
Honest Trailers on ScreenJunkies,” explains Greg Siegel, SVP Entertainment Development, Break Media. “There is an opportunity to expand into long-form content and
Higher Power [2014] marks a move into the space for Break Media with high profile partners, film veteran Lorenzo di Bonaventura [
G.I. Joe: Retaliation] and Hollywood VFX specialist Matt Santoro [
300,
X-Men Origins: Wolverine]. The rise in digital channels provides an alternate platform for consumers to view content and an opportunity for filmmakers to utilize it to expand their experience and get feature-length films made. We are in a position to give filmmakers the flexibility to develop a wider range of exciting content, something the traditional studio development process doesn’t always allow. As digital content continues to evolve we want to try and reach the ‘lean back’ viewers in addition to our existing audience. This is the next step towards reaching consumers in their living rooms.”
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| Greg Siegel |
“We’ve also seen that digital audiences are consuming longer and longer form content online, specifically in sci-fi, action, and effects-driven genres that young filmmakers are excelling in,” observes Siegel. “Most importantly for us, they are also the same genres that our male driven audience loves, both online and off-line. So you have a talent base itching to make films and an audience base that is looking to the web as a place to consume that genre of content. The final piece is obviously an investment decision. As a company you have to justify the higher budgets that come along with longer form content. If you only think of long form as thirty or forty minutes of total content, you’re limiting yourself to a single, ad-supported window without any other options for distribution. But if you really embrace long-form as full-length features, entirely new distribution and revenue windows open up. We can release a full ninety-minute film as ad-supported chapters online, sell it as a full-length theatrical or television property internationally, second-window it digitally as a full length feature to Amazon, Netflix, and through other VOD and home entertainment channels. The revenue streams now justify the investment. We’re really looking at the perfect storm. Amazing filmmakers who want to start directing, and engaged audience that is actively watching and seeking out this type of content, and multiple revenue streams which justify our accelerated investment in these types of films. The filmmakers win, the audience wins, and we win.”
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| Lorenzo di Bonaventura |
“The middle of the movie business is getting squeezed out, and understandably so,” believes Greg Siegel. “A studio often has to spend as much to market a $30 million picture as they do a $100 million one, and they’re competing for the same audiences. Digital channels like ours provide the flexibility and built in audience for filmmakers to create and distribute their films in a way that the traditional movie development process doesn’t really allow. Developing long-form projects and films allows us to leverage our existing audience and market the projects at a much lower cost while also reaching new audiences through traditional film distribution platforms including theatres, VOD, and SVOD. It’s beneficial for everyone involved.” A major factor in securing the necessary funding for the latest project by Break Media was a partnership with a producer known for handling blockbuster franchises. “Lorenzo [di Bonaventura] saw the effects test for
Higher Power and read the script, and was super impressed with both; he obviously knows good sci-fi, having developed and overseen
The Matrix trilogy at Warner Bros, so that came as a great compliment to all involved. Lorenzo really responded to the idea of producing and distributing this kind of content in a new and innovative way; he has been a great partner on it.”
“The project actually began as an idea for a short film that the director, Matt Santoro, brought to us,” explains Greg Siegel when discussing the origins of Higher Powerwhere an ordinary man wakes up in an alley and discovers he has supernatural powers. “As we worked through the concept, it became clear that it was really the beginning of something much bigger. At that point, Matt, Julia [Fair] and I began to dig into what the feature version of the project could really be.” Principle photography commences in July. “First off, as a feature-film, it’s the perfect combination of great characters, fantastic storyline and extremely high quality visual effects. In general, productions which are adrenaline-driven, character- and story-based, and also visually stunning will hold audiences’ attention for a much longer time online. It’s really the perfect project to explore as a true cross-platform property.” In regards to
Cloverfield [2008] being an inspiration, Siegel remarks, “The effects test pretty much follows that first person POV and security cam style, but the film itself will use those techniques only as it fits naturally into the story. You’ll see a lot more traditional film style throughout it with the ‘found footage’ elements being used organically. It’s also important to keep in mind that the video is just an effects test; it’s not meant to show the story or character development, all of which are key to the film itself.”
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| Matthew Santoro |
With superhero movies taking a grounded approach to the source material and experiencing blockbuster ticket sales, Greg Siegel notes, “I don’t know if it’s the key to success, but it certainly seems that audiences are more interested in that reality based world of superheroes than the heightened reality versions that once dominated the multiplexes.” Matt Santoro is a versatile cinematic talent. “Matt is one of the most unique talents working today; he is an amazing filmmaker, a top-notch effects artist, an editor, a composer and a ridiculous number of other things. Matt is a force of nature who can do so much more with so much less than almost anyone I’ve ever seen; he is the definition of resourceful.” The digital revolution has made visual effects accessible to the masses. “The barriers to entry for directors looking to create stunning, effects-driven films have fallen drastically as the tools have become more readily available. That’s one reason why many of the big effects houses have been going out of business. People at home with their computers can create amazing projects more readily than ever before. Look at a movie like
Chronicle [2012], that move couldn’t have been made for such a low budget ten years ago. Producing these projects digitally makes them achievable at an even more attractive budget level. It’s not so much that visual effects directors will be stepping behind the camera as it is that directors behind the camera will be able to bring more visual effects to their films in an easier way.” Siegel adds, “We really look at our digital platform as a way to discover new talent, give them the tools to succeed, and deliver high quality, entertaining original content to our audience. We are extremely excited about this model and want to produce a lot more content over the next twelve months. Stay tuned for more news!”
Many thanks to Greg Siegel for taking the time for this interview.
Make sure to visit the official website for Break Media.
Trevor Hogg is a freelance video editor and writer who currently resides in Canada.
