Ever-increasing demand for content. Ineffective legacy technology. Remote
collaboration challenges. Difficulty scaling up. These are just some of the
big issues facing the media industry today.
MovieLabs
— a technology joint venture of the major Hollywood studios, including
Walt Disney Studios,
Universal Pictures,
Warner Bros,
Paramount Pictures
and
Sony Pictures
— says that our industry is at a crossroads. There is a time-critical need
for executives to become more aware of supporting the future of media
creation and to invest in it. So, they have written an
Urgent Memo to the C-Suite: Investing In Production Technology and
Cloud Centricity Is No Longer An Option — It is Table Stakes.
MovieLabs has already developed a roadmap to creating the next-generation
ecosystem for media creation. Its 2030 Vision describes technological
advances that will enable seismic changes in media workflows and proposes
ten foundational principles as keys to that future. MovieLabs published case
studies of technology solutions that fulfil one or more of those principles
from
AWS,
Skywalker Sound, Walt Disney Studios, Sony, PFT, Overcast and
ProductionPro. Overcast provides Full Stack Video Management that radically improves
cloud production and post-production workflows through automation and
simplification.
This article delves into the trends and strategic imperatives outlined in
MovieLabs’ Urgent Memo to the C Suite and reveals how the Cloud MAM
solution that Overcast designed for Britain’s
Royal Opera House
fulfills those strategic imperatives.
Firstly, let’s take a look at the five key trends that MovieLabs identifies
as having a significant impact on media creation and that underpin the need
for commitment, support and investment in cloud-centric production
technologies and secure, interoperable workflows.
Trend 1: There is a growing urgency for scaled high-quality global
content production.
Traditionally, Hollywood content was distributed in overseas territories.
However, streamers have tapped into a growing appetite amongst viewers for
local language and local cultural content. Such content is created by local
production companies, but the streamers’ workflows and quality requirements
are foreign to many of these companies, which creates problems.
Trend 2: As release windows are evolving, distribution models are no
longer one size fits all.
The success of a movie used to hinge on its opening weekend box office.
However, the pandemic ushered in a new era of hybrid release strategies,
such as ‘day-and-date’ (where a film is simultaneously released in cinemas
and on streaming platforms), shorter exclusive theatrical runs, and
direct-to-consumer distribution. These have a major impact on production,
post production and delivery supply chains.
Trend 3: Productions are becoming more complex — what we did in the past
won’t work in the future.
With a wealth of cameras, creative tools and new production processes (such
as virtual production), film/TV/video production is becoming more complex.
We’re in a new era of “snowflake workflows”, whereby technological and
creative innovations make each workflow unique…like the individual shape of
a snowflake. While this is fantastic for content creators, the increasing
complexity of workflows coupled with the challenges of global distribution
and teams working remotely means that current practices just won’t and can’t
scale.
Trend 4: Connected, creative remote collaboration has become the new normal,
and it’s here to stay.
The pandemic was a baptism of fire for film, TV and video teams who were
accustomed to collaborating in purpose-built spaces but were suddenly thrust
into a situation where they had to work from home and collaborate virtually.
But, despite the initial shockwaves, it has turned out to be a positive
change. Creatives have more flexibility in where to work and this production
style will drive efficiency. Cloud-enabled collaboration tools will be the
key to scaling global productions.
Trend 5: Technology is evolving extremely fast, and the vendor landscape is
being disrupted.
An increasingly-connected production ecosystem is migrating to the cloud
while traditional methods of post production are consolidating and
contracting. Virtual production technologies and the democratization of
tools have created new “pop up” services, thus disrupting the vendor
landscape. Cheaper cloud-based business models are enabling new start ups to
avoid the enormous capital expenditure required in years gone by and
facilitates the ‘rental’ of tools, tech and talent as needed.
How is media creation evolving?
How is media creation evolving?
The future of content creation is full of exciting opportunities! But,
according to MovieLabs’ Urgent Memo to the C-Suite:
“We must design, create and implement a future-facing technical
pipeline to address the real challenges and opportunities to produce
content at quality, scale and across production locations and global
markets.”
So, back to the MovieLabs 2030 Vision. As we move towards realizing it,
there are three strategic imperatives that underpin the operational,
financial and strategic planning at all media organizations. Let’s unpack
them and examine how Overcast’s Cloud MAM solution for the Royal Opera House
(ROH) fulfill those imperatives.
1. Planning a multi-cloud strategy
Moving to the cloud is the foundation of achieving media creation at scale.
Benefits include almost unlimited storage and computer resources, a
pay-as-you-go business model, and a creative collaboration environment that
eliminates the unnecessary duplication of media assets. This “single source
of truth” principle is central to Overcast’s media management platform.
But MovieLabs deems that cloud is not enough anymore. It’s time to move to
‘multi-cloud’ (multiple vendors and a vast number of interconnected tools
and workflows). This is essential to complex content creation at scale and
the ability to pivot creative and distribution strategies and choices.
One of the foundational principles of MovieLabs’ 2030 Vision states that
assets go to the cloud and stay there, with applications coming to the
media. Today’s workflows span multiple facilities and move assets between
organizations and public/private clouds. To benefit from scalability, speed
and flexibility in a multi-cloud world, studios must collaborate with
industry stakeholders — including cloud providers — to create open
interfaces that connect silos.
Overcast enabled ROH to adopt a cloud-first strategy, which has delivered
more efficient ways of working: reviewing live rehearsals in real-time
remotely; automatically time-coding editorial reviews and approvals for ease
of decision-making; providing secure role-based permissions for freelancers
and ad-hoc users; and the integration or phased shuttering of legacy
on-premise technology solutions.
Through Overcast’s Cloud MAM solution, ROH created a single repository for
video content across all of its constituencies (the Royal Opera House, The
Royal Ballet and the ROH Orchestra). All of the ROH editors and producers
work from that single repository and can stream content to both internal and
external audiences by publishing links to it. A major advantage is that the
system is easy to use for non-technical collaborators (dancers, singers,
clients, sponsors).
2. Adopting a new approach to security
Erecting a fence and installing CCTV at your premises is a logical approach
to security…except if all of your content is hosted in the cloud by third
parties. So, how do we protect cloud-native workflows? We need a new
security mindset.
Overcast’s Cloud MAM enables ROH to give authorized users searchable access
to their library of assets and the ability to share retrieved content by
emailing links to other authorized users, such as dance notation experts who
work all over the world. The ability to share assets securely has enabled
new remote workflows that save on in-person or travel costs.
3. Enabling flexible workflows with increased automation and
interoperability
Time is of the essence when turning around creative projects. But precious
time can be wasted if your teams’ remote collaboration isn’t optimal.
Production workflows must become more flexible, extensible and easier to
assemble.
Automating simple tasks saves production oodles of time. Overcast has
integrated AWS AI tools such as Transcribe, Translate, and Recognition for
metadata tagging and subsequent search and retrieval. In its Cloud MAM for
ROH, these tools automate metadata tagging for bulk ingest, including
tagging of musical scores, leading players, and video attributes, freeing up
editors from these mundane tasks and allowing them instead to weave their
creative magic into the edit.
Future-proofing media management
Overcast believes that managing video files should be as easy as managing a
Word document. Its cloud native Full Stack Video Management is simple to
use, secure, and empowers teams to make, share and publish more content,
faster. Overcast echoes MovieLab’s call for commitment, support and
investment by C-Suite executives and also its vision of a studio and
industry ecosystem that will more readily enable future content forms and
business opportunities.
Get a free demo
Whatever challenges you are having with managing your media projects,
especially video, Overcast can improve your workflow and save you time and
money. We would be delighted to give you a free demo of our platform.
Click here to request a demo.