The film industry suffered a severe blow during the Corona period. The epidemic shut down the viewing complexes, halted productions, and mostly catapulted the home streaming service, which won box office hits at an initial screening.
The global film industry was at its peak before the outbreak of the epidemic, with a value of more than $ 136 billion in worldwide production and distribution and revenues of about $ 42 billion from ticket sales. The epidemic has halted film productions and closed theaters, and while the world is beginning to return to normal, and in Israel it has been several months since we reopened the theaters, the virus is still creating uncertainty among filmmakers and critics, and in some cases raising health concerns.
Along with the spread of the epidemic, the trend of video streaming services from prominent studios like Disney, Universal and Warner Bros. has intensified, joining other content producers like Netflix, Hollow and Amazon. Although senior industry figures have stated that the trend began even before the corona, many agree that the epidemic has accelerated the pace of adoption by domestic consumers.
“In recent years, regardless of Corona, there has been a shift in the content production channel to the streaming world,” explains Avi Edri, CEO of Cinema City. “It’s true that people can consume the contents in homes, and sometimes even the movie the same day it goes to the cinema, but on the other hand I do not believe people will stop spending time outside and visiting the cinema complexes. If we learned anything in Corona, it is that people want to go out. Flow of visitors, all over the world.But as long as the fear of the corona does not drop dramatically, cinemas and events like shows will be harmed, because unlike a restaurant, I can not take a takeaway of the movies because they do not own me.
“Progress in the digital world has given people more free time, more immediacy and more options to choose what they want to see and the location – five movies they may see at home, but in five others they will choose to watch in the cinema,” he explains. “It’s also made a difference at the economic level: if Hollywood’s production budget was $ 5.5 billion, Netflix’s and Apple’s budgets were $ 17 billion and Amazon’s $ 15 billion, so there’s a lot more investment. The quantity and quality of content the studios produce is tenfold, The cinema receives more quality content. “
Edri explains that their main investment is in optimizing the experience for viewers, among other things through the use of advanced technologies such as LED screens to improve viewing quality, advanced sound systems, and even collaboration with Tadiran to integrate advanced air filtration systems to neutralize pollutants. “Cinema is committed to technology, constantly changing and advancing,” Edri emphasizes. “I have to make sure the place is clean, the chairs are comfortable, there is parking, and of course check if there is a technological solution to use. We were the first to put PayPal and Beat as a means of buying tickets, the first to put in the LED screen, and we are constantly looking for innovative things. The world is in Israel.
“The young audience is constantly looking for the innovations. They are also used to watching the small screens in the houses, and we have to teach them to consume cinema, whether it is to make plays for children here, to stage a gaming event or to insert documentaries as well,” he adds. “Streaming has also taught the average American to watch foreign.language series like German and Spanish or to consume documentaries. I, as a filmmaker, can now convey this content to myself with much more openness from the audience. I am committed to innovating in appearance, the way I present films, and of course To diversify, to change the screening dates, the quantities of films, perhaps to work on marketing in a different way, and even to present series – the world is in a kind of reconstruction, but in the end things will balance out. “From the income it provides to the filmmakers, this is the best marketing platform there is. A film that comes out in the cinema is worth more than a film that only comes out on television, and Netflix also understands this.
The Corona has also caused headaches in the big studios, mainly due to the damage to the productions. “The corona year and the closure of cinemas around the world has created a difficult dilemma for the studios,” explained senior officials from Tulip Entertainment Israel, which distributes Warner and Universal films in Israel, two of the largest studios in Hollywood. “Unlimited postponement of movie release dates would have created an impossible traffic jam, halted new productions for years, and hurt an entire generation of creators.
“On the other hand, cinematic archiving of all films and sending them to streaming and VOD services would have resulted in huge losses for the studios’ film divisions and ultimately hurt audiences, who would not have been privileged to see films designed and made for cinema on the big screen,” they explained. “In the end, all the studios opted for a combined strategy. Some of the larger titles were postponed, smaller titles went straight to VOD or were purchased by international streaming giants Netflix and Amazon for a lot of money, and a small portion of the big movies went out simultaneously in theaters, where they were open. “Or are expected to open, and with dedicated streaming services some owned by the studios. Ultimately, the industry expects that things will return to balance during 2022, with a clear and exclusive cinematic window to all the new big titles.“
They emphasize that there have been changes in the level of content in the new productions and that more creators are being hired to do pre.designed projects for streaming or TV services. “Instead of expensive two.hour movies, more and more mini.series and TV movies will be produced that appeal to a global audience. At the same time, the movies, which receive the support of the big studios, are given a tone that is adapted to the cinemas.
“More life.size films that emphasize the power of the big screen. For example, the new film ‘Suicide Squad’ will be distributed in Israel, which will be released this week exclusively in regular format cinema, IMAX, 4 DX (moving seats) and halls with Atmos sound quality, where available,” –
Improving consumer focus
The new age of viewing has led many operators to respond by improving consumer targeting and using more data to understand the new viewer and discover new market shares. A new service that does this is the Israeli streaming service Screen iL, intended for Israelis living abroad (and soon also for tourists who spend a limited amount of time abroad) and are looking for legal and advanced access to the leading content channels in Israel.
The new service, launched this week by filmmaker and businessman Moshe Edri and Ben Brenner, who serves as the company’s CEO, offers Israelis around the world an advanced legal alternative to pirated and criminal viewing services under the guise of endangering users without their knowledge.
The service offers an advanced streaming experience for the leading channels in Israel, including Keshet 12, Reshet 13, the children’s channel, the Israeli cinema channel, and other local food, music and news channels, along with an innovative Catch.Up service that allows you to watch all programs broadcast in the last seven days at the click of a button.
“Every Israeli living abroad has the need to turn on the TV and watch channels and content simply, ‘like in Israel,'” says Brenner. “Without looking for content, without switching services and without getting involved with technology – just watch TV legally and conveniently. Screen iL is a new and first.of.its.kind streaming service in the world, which we created especially for them, and is full of the most sought.after content: “The hottest series, all the latest Israeli films and cult films. And for parents – content in Hebrew to preserve the culture and language. This is the first global platform that received the broadcasting rights from the leading channels and producers in Israel.
Along with the channels, the service also offers a huge VOD library of more than 2,500 films, series and programs, including the entire Israeli cinema catalog that combines cult films and popular films throughout all periods.