Another week, another round of DERTy Talk. Sorry it’s late.  It’s been that kind of week.

So what has been happening in the Digital Entertainment, Rights and Technology space this week? Well…

Digital Entertainment

clip_image002Pixar sneak peaks

We’d actually made a note to include this last week, but for some unfathomable reason we forgot about it. We might be Derty, but we are fallible. Anyway, as it’s Pixar we thought it warranted a second attempt. Last week Pixar released a sneak peak of the new Cars 2 (incidentally Cars 1 is my least favourite of the Pixar canon, but I think that’s because as a Brit the whole talking Nascar thing doesn’t float my boat, or drive my car to extend the metaphor. Toys, bugs, superheroes, balloons and robots are more my thing. Make of that what you will). I digress. So the ‘sneak’ peak was actually a faux car salesman video, that was reported on Mashable. Eagle eyes spotted a hidden frame and by pausing the video at the correct time you discovered a hidden link, which then took you through to the Gamsesmaster-esque video of Lasseter (no, not that Lasseters. The Pixar founder). He introduced the exclusive scene, which incidentally looks ace. Better than that, when I first watched it, it only had 500 odd views. Within a couple of hours it had jumped to the thousands. A week later it’s at 57,000. And that’s just the hidden video. The official trailer,released this week, already has 400k+ views. We applaud Pixar for going the extra mile in terms of treating fans (the code for the secret link was a geeky reference). Their video teaser strategy has something for everyone, which is the way forward when home entertainment audiences are fragmented, we reckon.

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Not something you would automatically expect from Becks, but they are launching a digitally led pub crawl campaign, with a twist, in order to celebrate its Arts Label campaign. The idea is that people will check in at pubs along the way and get a chance to win an exclusive limited edition print of the art work in the campaign, or free beer (which one would you choose?). Each of the eight pubs involved will represent one of the current Becks Art Labels. To go along side this Becks is calling for students from UK art colleges to submit designs for a new Beck’s Art Label via its Beck’s Vier Facebook page. So any one who is a student, get drawing. The six best designs will be displayed on a murial in East London.

clip_image006A quick one for any shoe lovers reading this, Dune has joined the Facebook retail bandwagon, so yet another excuse to buy shoes…. J HMV have joined them, we wonder who will be next.

Rights

clip_image008A frustrating week for the BBC 4 producers of Room at the Top; due to complicated rights issues over the film of the book – the production was pulled from schedules at the last minute. Hopefully the lawyers can come to an agreement as it looked like the dramatisation was going to be jolly good. Read more over at the Guardian.


Technologies

clip_image010Do you ever think ‘what will TV advertisers try next?’ Well Sky has come up with another method, launching video ads on mobile. Sky will use FreeWheel’s Monetisation Rights Management to bring the service to advertisers. The news comes as Sky has already upped its mobile offering with an exclusive iPad app for its Sky News channel. Do you think you would take more notice of a video ad on your mobile?

Tweets from the team

@LukeMackay – Impressive partner sites but it is wee bit too long and clunky. Magnum Pleasurehunt http://bit.ly/eUIm6h via @getdancey

@LukeMackay – Pixar does sex, science and previously war (well sort of). Looks awesome http://bit.ly/B92dv

@LukeMackay – How did I not realise last week that the new Death Cab video premiered on MTV. LIVE. Super cool. http://bit.ly/eJuJ47

@AJGriffiths – Devastated to hear the news that Joe McElderry has been dropped by Cowell. He had such promise… http://bit.ly/gmtr8w

@AJGriffiths – Love this from Converse – http://bit.ly/i8jthV – Paloma Faith, Graham Coxon & Bill Ryder-Jones collaborate to create ‘Desire’

@AJGriffiths – This is amazing RT @charlottemc: Oh Kinect and 3D printing… I like: http://bit.ly/fYE4Gw

@Gleney – Does this mean Kodak’s video cameras won the battle?http://on.mash.to/fkbHtl

To coincide with launching our social entertainment research tomorrow, we’ve done some analysis of the key movers and shakers on twitter talking about entertainment – top fifty list below. (you can follow these here via twitter list or here, through tweepml)

Unsurprisingly, the Huffington Post claim top spot, with the LA Times in fifth, before the Guardian takes the top spot for UK media, with music brands dominating elsewhere with MTV claiming four spots.

There’ll be more from Edelman’s Social Entertainment research tomorrow, and we’ll be tweeting from our breakfast – follow #socialent for updates and insight from 9.00am.

    Account Influence Popularity Engagement Trust
1 huffingtonpost 81.3 86.1 46.1 91.9
2 TIME 76.7 94.3 46.7 96.2
3 ijustine 75.6 90.5 56.8 73.6
4 jack 75.2 92.6 58.9 78.4
5 latimes 73.7 71.6 44.3 77.6
6 simonpegg 73.6 82.4 48.8 78
7 106andpark 73.2 90.8 48.1 78.3
8 guardiannews 71.4 71.7 8 76.9
9 ev 70.5 90.7 69.8 65.2
10 MTV 69 85.5 59.3 71.8
11 TVGuide 68.1 85.8 44.2 77.3
12 Power106LA 68.1 66.7 54.7 73.5
13 g4tv 67.9 90.3 38.5 68.9
14 biz 67.8 92.8 43.1 78.9
15 alex 66.7 57 65.9 65.2
16 PlayStation 66.7 81.2 47 73.2
17 thescript 66.6 75 58.3 58.6
18 televisionary 64.8 56.4 52.8 60.6
19 Gawker 64.8 67.2 7.7 75.4
20 THR 64.6 66.8 43.8 72.2
21 gactv 64.5 62.2 39.1 61.7
22 totalfilm 64.4 66.2 43.7 59.9
23 IMDb 64.3 73.4 37.1 75.6
24 DerrenBrown 64 84.6 42.8 67.7
25 raczilla 64 70.2 65.7 54.6
26 edgarwright 63.6 69.9 48.7 58.3
27 fuggirls 63.1 65.3 64.2 55.5
28 VibeMagazine 62.8 71 46.4 65.9
29 mtvcanada 62.5 67.3 51.4 55.3
30 mtvuk 62.5 71.1 9.3 58.4
31 PhilipBloom 62.5 61.4 69.2 61.3
32 MTVBuzzworthy 62.3 71.8 53.8 64.4
33 ninadobrev 62.2 76.5 43.8 70
34 pandora_radio 62.2 68.5 74.6 47.8
35 CrackleDotCom 62.1 58.5 59.1 60.1
36 empiremagazine 61.8 66.5 51.4 57
37 RollingStone 61.6 74.9 6.3 67.9
38 soapsindepthabc 61.3 57.8 61.8 59.9
39 CreativeReview 61.2 75 49.3 62.6
40 cinemablend 61.2 60.2 9 57.3
41 cinematical 61.1 58.7 8.3 57.2
42 trixie360 60.9 59.8 63.2 47.1
43 firstshowing 60.8 60 55.4 53
44 heyuguysblog 60.8 62.3 41.4 56.1
45 thebookseller 60.6 59.4 37.5 55.4
46 KerrangMagazine 60.5 68.9 48.1 63.5
47 Marvel 60.3 71.2 45.8 62.4
48 filmcourage 60 50.7 58.5 53.1
49 FollowCMT 59.5 65.5 46.2 60.2
50 LAWeekly 59.3 65.8 49.3 60.2

There’s been substantial interest in the news this week about the Stateside launch of Vevo – an online music player that is being dubbed MTV for the 2.0 generation, and perhaps rightly so. Firstly, the service has the buy-in of three of the major labels (at present, EMI, Universal and Sony), and has done so by novel means; EMI has gone down the tried and tested licensing routes, but interestingly the latter majors have gone for equity in the business. This equity approach shows a robust confidence of the service and perhaps also suggests the licensing route is perhaps going to wane in entertainment industries if major labels can instead get a share of the profits outright.
 
Secondly, what Vevo looks to have solved was the perhaps fundamental flaw in
Google’s high value acquisition of YouTube, with many analysts and industry commentators at a loss as to where the return on investment was really coming from, given the vast majority of content on YouTube is poor quality, grainy and often filmed from another medium in the first place, such as a TV or is a skateboarding cat. Would record labels want to have their brand next to a poor quality music video – pretty much no, and YouTube continues to flatter to deceive with regards giving Google back the billions spent to acquire it. That YouTube is powering Vevo however could resolve this; Vevo will be a branded, dedicated player with high quality content that will interest advertisers much more than current video quality – its CEO has suggested phenomenally strong rates as high as $25 – $40 per 1,000 views, an incredible jump from today’s norm of $3 – $8.
 
What’s more, if this content really is as high quality – and in the long term potentially exclusive or streamed live – this will encourage more people to share it and thus drive traffic even further; a solution to monetising peer-to-peer sharing (in the friends sense, not the technological sense). So is Vevo the saviour of the entertainment industry? Initial reaction has been very positive and it will be interesting to see how it rolls out in the States before hitting the UK sometime next year. Fingers crossed.

@wonky_donky