One day before the screening of LET US PREY, the spectacularly bloody horror film Fiona and I co-wrote, at the Jameson Dublin International Film Festival (a lovely fest: fond memories of seeing my other blockbusters NATAN and, er, CLOUD ATLAS there), the movie leaks all over the internet like a geriatric dog passed out on a modem. Prompting thoughts about cyber-piracy and what to do about it.
The producers of LET US PREY were actually pretty careful about piracy, as they were duty-bound to be — not only do they stand to lose money if the film is available free, the various participants, cast and crew, who deferred parts of their salaries to get the film off the ground, will lose out on the money they’re owed. Profit points mean nothing if there’s no profit. So, for instance, Fiona and I don’t even have a legit copy of the film we can use to show off our achievements, chop up for a showreel, or screen for prospective employers or agents. I was able to get a link to an online screener to show one interested party, after a little back-and-forth. So they’re being pretty diligent, and rightly so.
But the film is out on DVD and Blu-ray in Germany, and with an English language audio option. Basically, that meant inevitably it would be pirated, and those who are so keen to see it they just can’t wait now have the chance to grab it from a torrent site at zero cost. I can’t say I blame them for choosing the fast, free option.
I’m not a distributor or publisher of DVDs, but it seems to me that if I were, I would tackle piracy by coordinating the film’s release so it comes out everywhere at the same time. Of course, I have no idea how difficult this would be in practice, but it seems like it ought to be possible. That way, honest film buffs are not punished for their honesty by being forced to wait for a release in their country, of to pay extra to buy the thing from abroad. I mean, *I* haven’t bought the German DVD, despite it’s really bitchin’ cover art, and I co-wrote the bloody thing.
Instead of doing this, movie companies petition for harsher penalties and probably impractical policing of the web. And circulate bogus statistics about how much money they’re losing, statistics which assume that everyone who downloads a piece of video or audio illegally would pay to do so if the free version were removed. Which is clearly ridiculous. I mean, one of the joys of the virtual wild west raging online is that you can grab far more stuff than you could ever afford to buy. But I’m sure billions are indeed being lost. This is to some extent an inevitable result of technology, of moving the industry to a place where all its product is composed of little ones and zeroes, digital information which can be copied exactly with relative ease. So why doesn’t the industry do something itself to minimise the loss?
If a film opens everywhere at once, you can maximise publicity on the internet instead of co-ordinating a series of campaigns for different territories at far greater cost. You can allow people to buy the film as soon as they hear about it and are enthused, and before they have a chance to read a lot of negative reviews. You remove one of the advantages of illegal downloading, its ability to deliver the film ahead of the official release date in your territory. Your other advantages, the nice packaging and reliable quality and extras, start to gain ground in this environment.
This will in no way solve the problem, but it doesn’t look like anything will, totally. We should concentrate on more serious internet crime ahead of movie-ripping. But this ought to save quite a lot of money.
The attitude of the industry at present strikes me as equivalent to a small-town pensioner complaining of the days when one could leave one’s door open all day without getting robbed — while leaving its door open.
Sitcom The IT Crowd adroitly mocked the industry’s bathetic response to piracy.
Meanwhile, whether you are watching LET US PREY legally or illegally, I hope it gives you some kind of sick pleasure, And watch out for the bit with the fingernail. Ewww.