Wednesday, January 26

The power giants are taking advantage of us all. But technology gives us hope.

  • Alan R. Milligan

    CEO, White rabbit

The technology giants from Silicon Valley have an average of 80 percent of the European electricity market. What they produce largely controls what people around the world watch, the debater writes.

With the film service White Rabbit, the films will be able to get the income directly to their account in a matter of seconds.

This is a debate post. Opinions in the text are at the writer’s expense.

In recent years, the changes in the film industry have been formidable. Manifested truths such as the ninety-day cinema window and cinema before streaming have almost disappeared.

The future of the film industry is no longer selling films to distributors. The film industry has become a direct seller of content to consumers. For Netflix, that means taking on a huge debt to get subscribers, while Amazon sells movies to make money selling shoes.


The technology giants from Silicon Valley have an average of 80 percent of the European electricity market. What they produce largely governs what people around the world watch.

This is problematic because we only get access to a fraction of the content that is out there. Equally bad is the fact that European support schemes indirectly subsidize the streaming giants that own more and more European films. The result is a film industry under power giants that produce streamlined content to sell shoes. Movies are like coffee from Starbucks: not very innovative, not very interesting and not very good.

If you ask a film producer today where their film (s) were sold, they have the least clue. They receive quarterly revenue reports on a spreadsheet, and the sales agents themselves say that it is impossible to keep track of where the films are sold.

It is not without reason that the contracts of the sales agents allow for a ten percent deviation in the revenue reporting before the manufacturer can claim financial compensation.

Minimal understanding

The EU has in fact understood the film industry’s lack of overview and the challenges of innovation in film distribution. 80 percent of EU films are available in three countries or less Like the EU itself writes, is a large part of the problem related to the contracts and the handling of the film distribution, which is not good enough. Precisely for this reason, the EU has decided to update the Rights Directive in Article 17 to allow for obtaining permission after launch.

The Aftenposten article about the film service White Rabbit provides a minimal understanding of what the film service White Rabbit actually does and how it works and where film distribution is heading. It seems that neither producer Frederick Howard nor lawyer Rune Ljostad actually tried the product, and I know they did not look at the interface to licensees.

The data is owned by the consumer

It is a fact that technology is often at the forefront of the law. And fortunately, technology makes tools available to the individual filmmaker, which until now has only been reserved for Netflix, Amazon and Disney. With White Rabbit, the film will be able to get the income directly to the account in a matter of seconds – which is also automatically distributed to anyone who has royalties, work credits or has invested in the film.

Unlike the technology giants, the data is owned by the consumer, who can share it with the producers against incentives.

One can continue to spend enormous resources on protecting the rights of low-income films that are less valuable because the global fan base does not have easy access to pay for the content. Or the film industry can deliver what the consumer wants, become independent of the technology giants and make good money again with innovation.

The technology is here. Is the will?

A longer version of this debate post can be read at Rushprint.

Leave a Reply

Your email address will not be published.