How Entertainment Can Avoid Being a Commodity

Lately I’ve been thinking a lot about the link between commoditization and convenience.  Hulu and the DVR enable me to watch a TV show pretty much whenever I want to.  This works well for me when I want to watch reality TV like Jersey Shore and Dancing with the Stars.  The added benefit is there are limited commercial breaks and if I get bored I can fast forward to the scenes that interest me and then throw the episode away like a discarded Kleenex.  My guilt level is down because I didn’t waste a whole hour, but I can still take an active role in the water cooler conversation at the office.  But it also makes me feel as though I can skip a show without feeling like I missed anything major.

Another example of the effect of commoditization of entertainment can be seen in the spread of Redbox kiosks and the correlation in the downturn of DVD sales.  At over 21,000 kiosks in the US, you can rent a movie for as little as a $1.  The amount of movies available at the theatre, cable, on demand, via the internet, and on DVD add difficultly to the idea of shelling out $10 to own the DVD or even more to see the movie in the theater.

A lot of people have been poo-pooing the very short seasons and the pre-packaged timeline of Lost (we all know when the series ends).  But I’ve found the added anticipation of having to wait for the season to begin combined with the fact the show is ending after this season has made it that much easier to make a weekly event of watching the show with my friends.  We’re enthralled with some of the story, but at the same time enjoy making fun of pieces that don’t seem to make sense or are a little silly.

Knowing that something is limited:

• Gives us the perception of scarcity making us want something more - the opposite of commoditization
• Helps us to justify setting aside one hour a week to watch a TV show - while there are lots of other things on the TV or off the TV that time can be spent on instead
• Creates a feeling of an "event" - people love a reason to get together and/or connect with each other

Of course, the quality of the script-writing and production is also very necessary in creating this overall perception.

The Superbowl is a great example of the same concept.  This year’s battle between the Indianapolis Colts and the New Orleans Saints attracted the largest viewing audience in television history with an estimated 106.5 million.  CBS did a great job of making sure the production value of the show was considerably high as well.  Anticipation of great commercials has weaned over the years and might have been helped a little by the controversy over the pro-life spot.  But ultimately, the game was bolstered by a compelling background story (the team from a city recently ravaged by natural disaster against one of America’s favorite football players) and the reinforcement of the concept of the "big event".



In the movie world, James Cameron understands the word "epic".  First he came out with Titanic--the movie that you just had to see--and now Avatar--the movie you have to see in a theater in 3D IMAX.  Don’t forget to bring some extra cash because 3D IMAX commands a premium ticket price.  The movie was released before Christmas and yet almost 2 months later, folks are still swarming to the theater and talking about it to their friends.  My Facebook is full of people’s pictures of their whole family in 3D glasses and updates about going to see the movie several times and not being disappointed all the while contributing to the $2.21 billion dollars the movie has made so far.  Avatar is certainly not a movie anyone wants to "wait to see on DVD".

What we should learn from all of this?  Splintering content over multiple channels and making it oh-so-easy to watch later also makes it oh-so-easy not to bother--effectually commoditizing the content.  That means whatever the TV show, movie, game, or advertainment better be extra good or don’t forget to add extra to your marketing effort.  The all important social connection (i.e. water cooler discussions) and interaction (i.e. smack talking while you’re watching the show) with your friends and family--creating the "event" that everyone wants to take part of--is also very important to making a show or movie successful; an interesting take on this is Xbox Live’s Movie Parties that allow users to watch the same Netflix movie together.  Producers, Networks and Movie Studios who understand the value of great entertainment  and do their best to maintain the perception of how important it is to experience it with your friends and family will be able to command additional ad dollars and premium ticket prices by shirking off the idea that it’s just another commodity.