Media-cafe (PureView-cafe) as a model of small film distribution

Recently, two of Nokia’s top managers, Chris Weber, Nokia’s vice president of sales and marketing, and Juha Alakarhu, head of Nokia’s image processing technology, have virtually unanimously confirmed that the PureView brand is currently one of the two most important areas of development. Juha Alakarchu also mentioned that Nokia is preparing PureView-innovations that will raise the level of mobile shooting quality that is already inaccessible to competitors. In connection with these essentially obvious statements, I decided to publish my concept of the “Franchising system of small movie rental establishments of the Media Cafe and the video hosting service it”. Friends and acquaintances will not let me lie - I have been wary of this idea for many years.

The implementation of the model described in this concept in relation to the PureView brand (PureView-cafe) will consolidate its positioning as the main brand in the field of the consumer photo-video industry, which it essentially is. I'm not talking about the remaining possible consequences: from the emergence of mass cinema of a new wave to the rescue of the entire it-gadget industry from the coming crisis of overproduction sooner or later.

So, what is a Media Cafe establishment with? In such an institution, one of the halls is equipped with a projection hall for 20-30, maximum 50 seats. These seats can be benches, chairs, poufs, sofas, armchairs. One of the walls of this projection room will be completely set aside for the projection screen, the speakers on the walls, and the projector under the ceiling. Another hall behind a dense screen and door, a small bar, or more - a restaurant and cafe. Such an institution will earn money from food and drink, as well as music and concert clubs, for example, and film and video content will serve as cultural, entertaining and atmospheric-forming motivation for visitors.

Actually, there are already such institutions, albeit not networked. In Moscow, at least, if I wish, I can count about ten of these cafe-clubs focused on film screenings. The most obvious examples are Dome Club on Red October and Club Workshop Theater. The problem of the development of this segment of "small" movie distribution is the lack of an adequate distribution system for the distribution of film and video content. Existing institutions get films for showing in a literal artisanal way: the copyright holder himself brought his film and wanted to show it in the club, or the curator of the club became interested in a particular film and spent more than one hour in negotiations, finally

It is generally accepted that technologization is not applicable to public and commercial distribution of content for a legislative reason, they say that there is no legal basis for a user (an amateur movie) to sell content produced by him through the Internet. However, the user to the user is different. In the published concept, I propose the following model for resolving this legislative problem. Only a user registered as a legal entity or an individual entrepreneur can upload his film to the video cafe serving network Media Cafe for further commercial distribution. Thus, an ordinary user switches to a legal field fully regulated by any law and it will not be difficult to attract him for attempting commercial distribution of content that does not belong to him. That is, it turns out that two legal entities or an individual entrepreneur (the copyright holder and the distributor represented by the vj-resident of a particular Media Cafe establishment) agree among themselves on a public commercial demonstration of this or that content. Such an arrangement does not require any change in copyright law.

Such a distribution model will also allow to bypass the huge, clumsy, bureaucratic layers of the film industry that stand in the way of the development of cinema not as the most important of the arts, but simply as art, or rather, a language, a very young language. Such a distribution model will also help large cinemas to show at home the cinema that they want to show, and not to fulfill the obligations of quoting display of art-house or domestic paintings. Big cinema will remain in large cinemas, and art-house, experimental, game and documentary, genre, animation, full-length, short and many, many other films that fly to free video hosting sites or torrents now, will find or at least will have a chance to find their place in the so-called "small film distribution".

This may raise the question: who and why, in fact, will watch all this movie in these same Media Cafes or PureView-cafes, because everyone watches movies on tablets or computers. Firstly, the structure of the video hosting service serving the Small Cinema rental system involves the distribution of content not only for public demonstration, but also for individual. And secondly, watching a movie projected onto a 6: 2 meter screen is much nicer than on a smartphone or tablet display, albeit with FullHD or Retina resolution. In addition, watching a movie, in my opinion, is not an individual, but a collective event. I proceed solely from my aspirations: I personally am tired of watching movies from the tiny displays of mobile or desktop devices. Yes, and sometimes I want to talk with a person, who just watched a movie with me. In general, to be honest, I want to live more offline, not online life.

But you can put a normal TV, a panel at home, and hang up the same projector, you say. And here we go to the social side of the issue. The founders of the concept of modern megalopolises at home, or rather apartment-cells, were conceived as places for rest and sleep, well, also for hygiene events. Our apartments are clearly not drawn to the traditionally high title of the House. Most conflicts between people do not arise at all because they have an insurmountable hostility towards each other, but precisely because they cannot share living space. The development of a network of small cinema rental establishments to the degree of accessibility (which modern cinemas cannot boast of) will allow "unloading" the apartments of residents of megalopolises or small cities, and will improve the urban environment.

Franchising system will be an incentive for the development of small businesses. The model is designed in such a way that a minimum effort will be required to open a franchise network: a partner bank will provide a loan, an organizational center will ensure the installation of equipment, a company serving establishments as catering points will provide the necessary products, etc. There is also an education aspect new jobs. Each such institution will be able to give work to 20-30 citizens.

However, I deviated into related areas, which, although no less important, nevertheless are not directly related to the subject of discussion. In addition, one fundamentally important topic remained unaffected in this preamble, which was only outlined by me at the beginning. This is a topic of interest of manufacturers of all kinds of gadgets in such a network of small movie distribution.

Personally, it is obvious to me that such a rapid development of the it-industry cannot continue indefinitely. At the same time, the mass consumer is often quite satisfied with devices two to three years old. We need an incentive that would encourage consumers to update at least part of the devices they use more often. Such an incentive can only be a model that allows you to monetize the content that the user produces, or which he is able to produce from a purely technical point of view. Without a mechanism for monetizing user content, the product chain of the it industry is open. All the power of modern digital cameras flies into free video hosting. New, more advanced devices (both smartphones and cameras) are not needed for social networks and video hosting in their current sense, but the owner of at least Nokia 808 PureView will get into a big movie, even though the Canon 5D Mark III is equally difficult. At the same time, both of them can make and edit a film in order to put it on a video hosting network of PureView-cafe establishments and try to sell it at a certain number of rental points, make money on it, recoup the money invested in the film and shoot it New film.

Nokia itself, in addition to the marketing benefits of branding such a network of Media Cafes, would have the opportunity to build an urban infrastructure based on the technological parameters of its current and future products. For example, PureView-cafe tables could be mounted wireless charging. The PreView-cafe itself in Nokia City Lens could be highlighted as a separate item, and indeed all the cartographic user functionality proposed in the concept could be implemented on the basis of Nokia City Lens.

It is also important to note that the proposed model of small film distribution does not require tremendous financial investments. In fact, this is a self-regulating modular design in which each participant performs the functions inherent to him, and in the person of the PureView-cafe system acquires a new sales channel for his products or services.

Surely a lot more could be written as a preamble to the published concept, however, it is more convenient to answer in the comments. The concept itself consists of two parts. The first part describes the structure and operation principle of video hosting, as well as the very concept of a Media Cafe establishment. And the second part in a game form represents the situation of the year two or three after the franchising system of the Media Cafe has started working.

Also, taking this opportunity, I would like to express my gratitude to Alexey Paperny and Vasily Gatov for the help that they, perhaps without knowing it, provided me with the development of this concept.

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