INTERVIEW WITH PETER DEKOM – PART 3

Here is the much-awaited third part of my interview with Peter Dekom, entertainment attorney extraordinaire. Make sure to read Parts 1 and 2 on my website, www.ericsherman.com.   Q. Do you think you can design movies for audience segments other than the most usual ticket-buyers, 15-25 years old?   A. There’s a big problem today. It used to be that a generation was defined as twenty years. Now it’s about three years. Ask a 27-year old what life is like for a 22-year old, and they have no clue. They’re not connected. They don’t live on the same planet. They don’t even speak the same language. They use different words to describe things. Therefore: different audience than we’ve had. So, that disconnect between audience segments requires you to create different marketing patterns if you’re going to have a broad-appeal movie. You have a lot of segmented markets – you don’t spend as much on any one ad buy, but you have so many more segments, and, therefore, so many more ad buys. And, therefore, more marketing dollars.   The cost of marketing movies has gone up 30-40% in the last five years. There are so many more calls on leisure-time dollars – it’s not just “Let’s go to the movies.” It’s “Should we go to a concert/a sports event/paint-balling/ etc?” So, on top of all these ad campaigns for each audience segment, the after-market revenue streams have gone down. You know, the titles where you say, “I’ll wait for it to hit TV/cable/Netflix…” It was adults who were supporting those after-markets. But because they’re no longer doing so at the same rate, there’s a seismic shift toward younger viewers, by definition. A movie, if it parallels where the audience attention is, can still be an exciting event!   But the idea of niche movies, niche programming, is finding its way into television, which has become a much more serious, much more relevant television. TV now is more dramatic, more real. The old concept of a television network is definitely dead. “Aggregation” is the new concept. It groups together information/ads, and, thus, sales possibilities across multiple platforms. Based on complex “psychographics” (i.e., atttitude groups, as opposed to “demographics,” or socio-economic data), it can instantly open up a universe of related products/services. People have to start thinking about “ad- sales-aggregators,” “subscription aggregators.” That’s the new sense of a television network. It’s no longer, “Let’s tune in to ALL IN THE FAMILY or GUNSMOKE” as a piece of content. But, rather, “Let’s watch

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