FREE VS BRANDED ENTERTAINMENT: New business models for the NEW Hollywood Featured At ShowBiz Expo Keynote

With DVD sales declining, and Hollywood studios shuffling execs faster than you can change channels on your new Digital TV, just what is the future of entertainment? Three top execs shared their insider views at the Keynote Conversation for the sold-out crowd of 6500 attendees at ShowBiz Expo www.showbizexpo.com on Saturday, October 17 at the LA Convention Center. The trio included: Adam Smith, partner & EVP, UEG Entertainment, Mike Johns, CEO, Urban World Wireless and Robert Moskovits, co-founder Movieflix.com The event was moderated by media futurist and best-selling author Joyce Schwarz, www.joycecom.com. WHAT IS THE NEW HOLLYWOOD?

Left to right, keynote panel at the sold-out ShowBiz Expo at LA Convention Center, www.showbizexpo.com  on Saturday, October 17 featured: Moderator, Joyce Schwarz, media futurist and best-selling author, Mike Johns, CEO, UrbanWorld Wireless, Adam Smith, Partner & EVP, UEG Entertainment and Robert

Moskovits, co-founder, Movieflix.com Photo courtesy of www.hollywood2020.net Robert Moskovits answer to the question what is the new Hollywood was followed with knowing chuckles by the audience of independent filmmakers, producers and videographers gathered in the Second Floor Theatre at the LA Convention Center. Moskovits said: "The New Hollywood today seems to be FREE", as he explained that every conference he's spoken to since he co-founded Movieflix.com back in 1998 seems to claim that it is ushering in the New Hollywood but that the key defining factor of 'content for free' seems to be the challenge in this stage of 'the new Hollywood". Schwarz as moderator for the panel, stated that the New Hollywood is real-time, all the content you want "anytime, anyplace, anywhere in real-time" --no appointment TV, no store and retrieve just NOW NOW NOW. She also noted that mobile apps and the beginnings of the 'big jukebox in the sky' are fueling the appetite for more content 'to go'.

ShowBiz Expo Keynote moderator Joyce Schwarz, JCOM, www.joycecom.com says one key trend for content creators is to capture the 'real-time and be sure content is available anytime, anyplace anywhere.! For more details see. www.hollywood2020.net. 

GOOGLE SAYS MOBILE DRIVING SEARCH AD UPTAKE! 

Right, Mike Johns, CEO Urban World Wireless listens to audience members ask how to get their content on mobile phones. His advice is "Make your own applications, create humorous short clips, games and user-generated 2 minute segments that have the cache of something like "Jackass". Looking on (left) is keynote panel moderator Joyce Schwarz who earlier shared some quotes form her 1994 book MULTIMEDIA GATEWAY TO THE NEXT MILLENNIUM which forecast the world of 2015 where entertainment is pervasive! photo courtesy of www.hollywood2020.net SEARCH MOVES TO MOBILE: Schwarz noted that Google execs said that one reason that Google Stock is up so much this past week is that they revealed that 20 percent of their search revenue is now coming from

smart-phones search a major evolution for the marketplace.

According to mobilemarketer.com Sprite is the first sponsor of UrbanWorld's iPhone App that ShowBiz Expo Keynote panelist Mike Johns, CEO, UrbanWorld Wireless showed off at the recent LA Convention Center event. Johns urged the audience of producers and production savvy filmmakers to create their own wireless apps especially ones that involve humorous content, or fun games or short 2 minute clips.

DORITOS is just one of the many brands who are featuring user-generated content contests that give new filmmakers a chance to break into the mainstream entertainment spotlight explains SHOWBIZ EXPO keynote pantelist, Adam Smith, EVP United Entertainment Group, www.ueentgroup.com whose firm works with Doritos on branded entertainment rollouts. Adam Smith, partner, EVP, United Entertainment Group referred the would-be entertainment moguls to the UGC (user generated content) contests that brands like his client Doritos put on to propel themselvews and their media into the spotlight. Smith is a real fan of Youtube and other user-generated video sites to throw your content up and see what has to be tweaked to get thousands of views not just dozens. CREATE A CATALOG OF CONTENT All of the VIP panelists and moderator Schwarz seconded the advice of Smith that encouraged audience members to create a catalog of content. Yes, you can still save the best to highlight at film festivals and aim for awards and favorable critic reviews. But Schwarz added that if you film right during production you'll have out-takes, behind the scenes footage and interviews with the stars, directors and even production crew that can be sliced and diced to preview your creative gems on UGC sites like Youtube.com without giving away the 'money' shots. Exclusives vs Non-exclusives were a topic of consideration by the VIP panelists who explained why some content aggregators demand exclusivity and why that may be the way to go once you have a catalog of content.

Back in 1994 ShowBiz Expo keynote panel moderator Joyce Schwarz co-wrote one of the early textbooks on Multimedia and she opened the event at LA Convention Center with a preview of what was forecast for the future of Hollywood back then

including changes that just might rival the intro of 'talkies' and TV combined!  photo courtesy of www.hollywood2020.net DOCUMENTARIES VS REALITY SHOWS: What about documentaries? asked one audience member. Schwarz answered quickly saying that "your documentary is my reality" and encouraging the audience to follow the trend of real-time content delivery. She also mentioned the amazing branding deal that FOOD INC did with Chipotle restaurants to underwrite their community outreach presentations of that documentary that got not only theatrical release but support by Chipotle to take it to community groups, organizations and events in public spaces throughout the country. "Sponsored by or underwritten like the PBS model is certainly welcome in this age of 'free' content" she adds. BRANDED ENTERTAINMENT

This quote from Rupert Murdoch gives one media mogul's view of what's happening with real-time entertainment. VIP panelists at ShowBiz Expo talked extensively about the rise of GENERATION C (content creators) who are driving UGC (user-generated-content) sites like Youtube.com and Facebook and Twitter.com 

GENERATION C -- content creators Smith encouraged audience members to get their content in front of VIP's and brands as soon as possible so that they can get input and involvement. But he also encouraged filmmakers to try it out on UGC sites in advance to create buzz and get numbers that will impress advertisers. Smith said that product placement is antiquated. Putting a coke bottle on the table is just not the only way to go according to this Branded entertainment guru who works with such major brands as DORITOS, FRITO LAY, COVER GIRL. Seventh Generation, TAG  PROM QUEEN, the webisode series produced by Michael Eisner's production company was a big hit on MYSPACE a few years ago and it featured underwriting by such brands as a wireless company and a major bottled water firm. Later the 80 episodes were zapped to DVD

and sold on Amazon.com as a new media package, Schwarz added. Yet, webisodes no matter how popular online such as Quarterlife and others have not performed up to par on TV the panel reminded the group.GET RICH WITH A NICHE:

www.movieflix.com features more than 4000 downloadable films in 30 categories explained SHOWBIZ EXPO keynote panelist Robert Moskovits, co-founder.  Moskovits co-founder of Movieflix.com advised the audience of show biz pros and fans to look at niche positioning like his downloadable site has done with it's camp and cult content almost unavailable elsewhere online. Movieflix offers several business models ranging from free to $9.95 and up subscription systems. Robert's description of one of the all-time underground favorites "THE CRAWLING EYE" brought chuckles from the audience, many of which are also producing low budget scary movies!

www.the-millennials.com is a humorous site that focuses on the often-elusive but much coveted by brands Millennials who are truly leaders in the Content Generation and not only are hyper-connected but also multi-task using a mobile phone, computer and iPod simultaneously to fulfill their needs for entertainment and communication. SHOWBIZ EXPO VIP panelist Adam Smith, UEG ENTERTAINMENT www.unitedentgroup.com intro'd the audience at LA Convention Center to the term 'millennials' MILLENNIALS: United Entertertainment Group's Adam Smith brought up the importance of demographics when he talked about Millennials which was a phrase that many of the audience members had not heard before. He explained how it was a title given to the demographics who are multi-tasking and using and generating content 24/7. PSYCHOGRAPHICS: Moderator Schwarz also referred the audience to the term 'psychographics" which is used to describe the type of subgroup of people who are banded together by mutual interests that cross demographic lines of age, race,sex etc to love or hate a brand such as APPLE, or STAR TREK which is not limited to any one sector. Schwarz and the VIP team of panelists reminded audience members to have a great lawyer in hand and to be prepared for that big deal that just may be out there if you can create content that attracts attention first at UGC (user generated content sites) such as Youtube.com or

Facebook or Twitter.com and/or awards at film festivals and other content contests designed by major brands. After all, Schwarz explains, "100 percent of zero is still zero" so no matter how much of the project you own if you don't monetize content it still isn't money in the bank. So the adage SHOW ME THE MONEY! still rules in this NEW HOLLYWOOD. For contact information an the panelists and moderator for SHOWBIZ EXPO KEYNOTE, fall, 09 at LA CONVENTION CENTER, please email: joyceschwarz(at)gmail.com and sign up for the free newsletter from her Hollywood2020.net blog and follow her on Facebook and on www.twitter.com and see her video channel on Youtube.com by doing a search for infojcom. ShowBiz Expo will be back in LA April 24-25 2010 keep up to date at: www.showbizexpo.com.And also check out www.showbizexpo.com and follow them on www.twitter.com/showbizexpo