The Story is the Product

I love movies! It's as simple as that. If you ask me what stirs my soul, I'd say it's a meaty, well-planned, well-refined story about what life as it actually is. Unfortunately, that is not always a fish that you can catch. I've written at length on this blog about how current incentives place priority on the entertainment "value" of a story, rather than the true value of truth. I also think that freedom in storytelling tends to reveal truth, especially when the authors of the story are inspired to do right by others.

What it comes down to is that, in our current entertainment model, the story is the attraction whose purpose is to get people to buy products (be it through commercials or product placement). Therefore, they only need you to watch it; it does not necessarily need to be quality. However, since truth in fiction is not based upon surface plots, but upon character relationships, it is not easily marketed to the masses. I imagine that bureaucratic studio executives see this sort of depth as a waste of time and effort. According to their thinking, they are right.

The conceptual framework for the entirety of the motion picture industry needs to be reworked. Fiction is an art form, which must express truths of life in order to be relatable and valued by the viewer. The idea is that works of fiction must be the product that is being marketed, and therefore must have value to succeed. The only way to effectively market stories whose value is in depth, is to KNOW the PERSON you are marketing to. The only way to market to the masses when you have to know them individually is through relational marketing.

If I know a few people who would pay to see a movie I made, I can make some money. But if they tell a few friends, shouldn't they have a share in the market? If I can pay people to spread the word, then the stories can be related to individuals rather than sold to people in general. It's just vastly more efficient. Also, this solves the basic clash between artist and studio. Typically, the artists want to excel, while the studio wants a timely, marketable product. In a c-commerce model, the studio would be replaced by promoters who WANT the artists (or developers) to excel, because their reputation is directly on the line for the product which IS THE STORY.

C-commerce or "commerce through community" is a way of bringing people together for a common purpose. Some are fans of the stories, and simply act as consumers. Their lives are enriched by the quality life lessons in the stories, and they get their money's worth (win-win). Some will aspire to spread the word about the quality of the stories, and will become promoters. Not only will their lives be enriched by the stories, but they will enrich others. They will be paid for their efforts, getting their money's worth and so much more. Others have the skills to be developers, and will be active in creating the stories, they too will be paid for their efforts in developing, but will also have the opportunity to promote. And a select few will have the vision to take the helm and sew a quilt of a new entertainment landscape. One of struggles and of heartaches, but also of inspiration, wisdom, and perspective.