Presentation titled "PGA DVD Beyond" given by Blaine Graboyes in 2004 at The Producers Guild Of America

1. Blaine Graboyes
Media Architect

2. Blaine’s History in DVD
• Made my 1st DVD in 1996
• Started ZUMA Digital in 1997 in NYC
• Produced over 3,000 DVDs
• Entertainment, Business and Fine Arts
• Developed software products
• Understanding of multiple areas

3. How I Became A DVD Producer
• Mathematics, Sculpture and Philosophy
of Science major
• Interested in computers for Fine Arts
• Unsatisfied with CD and Web
• Fascinated with power of TV
• Started my own company to explore
• Signed with ICM for representation

4. Studio Cognito
• Creative group at Comchoice
• Services; Creative, Design, Production
• Clients include New Line, BBC, Warner
Bros., Fox, Pfizer and many more
• Focus on Original Development
– New Product Launch - Atmos : Clouds
– AIDS / Women - The World Is Ours DVD Set

5. What Is A Media Architect?
• Integrates Creative, Technical and Business
objectives into a unified Project Plan and
directs all aspects of the production process
to ensure total success.
• The primary goal is the development of media
properties that entertain, educate and
motivate viewers.

6. What Is A Media Architect?
creative
technical
economic

7. What Is A Media Architect?
creative economic technical
Brand ID Licensing Subtitles
Design Finance Encoding
Editorial Sponsors Authoring
Packaging Marketing Replication

8. What Is Creativity?
• In business, Creativity is about creating
profits, by understanding the goals of the
client / project and exploiting the resources
available to achieve goals
• It is about THE IDEA
• It is executed through design and production
• Consumer judges quality via purchase

9. State Of The Business
• DVD business is doing very well
• High margin retail sales
• Often 60% of studio revenues
• About 50% of DVD sales via WAL-MART
• 63% installed base of DVD players
• Widespread consumer acceptance

10. Copyright Protection
• Need to focus on a viable solution
– Concede that hacking happens
– Focus on strengths of content

11. Emerging Trends
Licencsing Production Distribution
Defer fees for access to 100% of Automation Solutions Non-traditional retail outlets,
DVD royalties for Authoring and Manufacturing such as gas stations, newstands
and home design stores
TV Shows DVD Games Discount DVD Sales
Niche Rights and Custom Interfaces Reaching Niches
Specialty Licenses and Controllers Women, Kids, Hispanics
DVD Forum Approves New Desktop Production Promotional DVDs with cereal
Formats for Next Gen DVD boxes, cars, etc.
Return to Brand Driven Faster Turnarounds NETFLIX, etc.
Entertainment and Marketing

12. Who hires the DVD Producer?
• Current Scenario
– Studio / Distributor
– Dir. Marketing or DVD Production
– V.P. Home Video or Production at Music Cos.
• Future Trend
– Director / Producer
– Production Company - fulltime, in-house
– Talent Agency / Packaging
– Advertising Agencies

13. DVD Producer Responsibilities
• Develop concepts and direction
• Work with talent
• Coordinate production team(s)
• Oversee Program and VAM production
• Oversee menu design
• Document deliverables for authoring
• Support as needed during authoring
• QC final product for approval

14. Production Pipeline

15. Budgets and Schedules
• Basic Level $15-50k
• Medium Level $75-150k
• Big Budget $300k +
2-4+ months for Production
6-8 weeks for Design
2-6 weeks for Technical

16. New Technologies
• DVD is precursor and R&D platform for
new technologies such as Tivo, VOD, iTV
and Broadband
• DVD Producers have been producing for
these new technologies all along
• Convert some formats and concepts to
work with new platforms

17. Future Of DVD
• Custom Interfaces and Controllers
• HD-DVD
• Web-connected settop devices
• Ubiquitous distribution

18. How To Be A DVD Producer
• Start doing it for someone
• Work with established players
– Client and Vendor side(s)
• Develop specific expertise
– Director, Post Supervisor, Designer
• Do it for yourself