The Business of Media Distribution

In this fourth edition of the industry staple, veteran media executives Jeffrey C. Ulin and Tim O'Hair provide an accessible and contemporary overview of business theory and practice across key global market segments-film, television, and online/streaming. With an insider's perspective, this book explores how an idea moves from concept to profit and how distribution dominates the bottom line: Hollywood stars may make the headlines, but marketing and distribution are the behind-the-scenes drivers converting content into cash. In this fourth edition, the new focus will be on the growth and diversification of streaming video-with its inherent issues and maturation-and how AI is poised to impact market segments. As with previous editions, the material is interwoven with perspectives from key industry executives at studios, networks, agencies, and streaming leaders. This book is an essential resource for creatives and professionals in the distribution business, providing a virtual apprenticeship to demystify the complicated media markets and to illuminate how digital technology has impacted the ecosystem. Readers will be able to glimpse into the future of how film and television content will be financed, distributed, and watched. Online eResources contain further discussion on topics presented in this book.

Jeffrey C. Ulin has worked as a media executive, attorney, and entrepreneur. Jeff headed worldwide distribution at Lucasfilm for all markets (theatrical, video, TV, and online), managing sales for Star Wars and Indiana Jones, and overseeing the release of the last Star Wars film made by George Lucas, Episode III. Jeff also co-founded and served as CEO of animation studio Wild Brain (where he created the Disney pre-school hit Higglytown Heroes), helped manage Paramount and Universal's overseas video joint venture, and used this book to teach the class Media & Entertainment: Economics, Policy, and Strategy at UC Berkeley's Haas School of Business. Jeff holds degrees from Harvard University and The University of Chicago Law School. Jeff is also the author of fiction novels The Lord's Tusks and Provenance of Ashes. Tim O'Hair is a veteran motion picture producer and executive with decades of experience overseeing film projects from development to distribution. His career spans both studio and independent productions, including long-term roles as an executive at Universal Pictures and Orion Pictures. He is a member of the Producers Guild of America, an adjunct professor, a frequent public speaker on media production and finance, and an active community volunteer. He holds degrees from Dartmouth College and Columbia University.

1. Market Opportunity and Segmentation: The Diverse Role of Studios and Networks 2. Intellectual Property Assets Enabling Distribution: The Business of Creating, Marketing, and Protecting an Idea 3. Financing Production: Studios and Networks as Venture Capitalists 4. Theatrical Distribution 5. The "Historical" Home Video Business (Non-Download, Non-Streaming Consumer Retail Business) 6. Television Distribution and Production 7. Streaming and the New Digital Era: Reaching Customers Where They Are... 8. Ancillary Revenues: Merchandising, Video Games, Hotels, Airlines, Traditional PPv, and Other Markets 9. Marketing 10. Making Money: Net Profits, Hollywood Accounting, and the Relative Simplicity of Online Revenue Sharing