In 1994, Austin, Texas’ seven-year-old South by Southwest Music Festival added Film and Interactive conferences. Budding auteurs screened low-budget, indy flicks, and pros talked process on panels. Media geeks showed what cool eye candy they could store on tiny Digital Video Discs.
I’m sure there was some talk of convergence back then, the fact that one day the next El Mariachi would be shot on a budget that would make Robert Rodriquez look like Peter Jackson. That it would be distributed on little bits of data traveling in through a publicly accessible series of interconnected computer networks, or at least something not made of celluloid. That people would consume it on-demand across a number of devices that included, but was not limited to, their home television sets. But I’m guessing that’s all it was. Talk.
14 years later, we know it’s close to reality. Although the product isn’t yet on par with Rodriguez’s charming actioneer, it’s clear the convergence of mediums new and old is imminent. In fact, it’s such a given that at this year’s SXSW it wasn’t even a topic of conversation. It’s just understood. It’ll happen, the only question is when.
One of the latest steps towards an answer came with SXSW and web distribution/production house, ON Networks‘ Greenlight Awards. The two teamed up for an online video contest that collected submissions from hundreds of entrants who had hopes of receiving a cash prize, the opportunity for a distribution deal with ON, and some internet notoriety. It’s interesting when you think about – what was originally a film festival spun an interactive arm and now that interactive arm has a film festival.
Small Bits of Happiness
To view all the ON Networks Greenlight Awards Finalists, click here.
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