Film Industry Survey 2014-StephenFollows
Film Industry Survey 2014-StephenFollows
Film Industry Survey 2014-StephenFollows
Survey 2014
A survey of 1,235 film industry professionals, who have attended at least one of
the three m ajor film m arkets (Cannes, Berlin or AFM ) within the past five years.
By
Stephen Follows
www.stephenfollows.com
Contents
Introduction 1
1. Has piracy affected business? 2
2. Do film professionals illegally download films? 4
3. Is film a sensible business investment? 7
4. Do women have a harder time than men? 9
5. Is 3D better than 2D? 11
6. What are the average distribution fees? 13
7. How do professionals pick their next project? 15
8. How optimistic is the industry about the future? 18
9. When will VoD pay like DVD? 20
10. Where does film financing come from? 22
About the survey 23
Introduction
Thank you for reading the full results of my 2014 Film Industry Survey
On my blog I explore data and statistics within the film industry. This started as sharing existing public
statistics but quickly grew to include the gathering of new data.
The film industry is heavily influenced by shifting opinions, so I thought it would be fascinating to take its
temperature on a number of hot topics including piracy, the appeal of 3D, gender, and how optimistic
industry professionals are for 2014.
I contacted a cross-section of industry professionals and asked them questions on a variety of topics. My
full methodology is outlined at the end of this report.
As with all my research, my aim is not to prove a particular point but to see what interesting results the
data provides.
Some of these results confirm the conventional wisdom while others challenge it. I am looking forward
to seeing how film professionals, pressure groups and journalists respond to these results.
If you would like to know more, offer help/advice on future research or to just drop me a line, I can be
reached at www.stephenfollows.com/contact.
It’s always nice to hear from people who enjoy or use my research. I am also open to new collaborations
and commercial projects.
In addition, Stephen also teaches producing at film schools (NFTS, The Met Film
School, Nashville Film Institute), weekend courses (Practical Producer, 7 Step
Producer, Guerrilla Filmmakers Masterclass) and bespoke events (BFI, British
Council, London Screenwriters Festival).
Headline Result
3% 9%
Chart 1.1 shows the results to the question “How has film piracy affected your business?” for all 1,235 respondents of the 2014
Film Industry Survey by Stephen Follows.
59%
60% 56%
53% 53%
50% 49%
50%
40% 41%40%
40% 37%
33%
30% 30% 29%
30%
18%
20%
13%
9% 9% 8%
10% 7% 6% 6% 6% 6%
3% 3% 4%
1%
0%
Development Production Post-production Sales & Exhibition Marketing Other
Distribution
Massively, it has seriously threatened my profession. A lot, it has reduced my business' income
Not affected, my business is unaffected by piracy Its a good thing, piracy has helped my business
Chart 1.2 shows the results to the question “How has film piracy affected your business?” for all 1,235 respondents of the 2014
Film Industry Survey by Stephen Follows, split by their principle sector(s) of business.
20%
8% 8% 9%
10% 4% 3% 2%
0%
Low Budget (under $1m) Mid Budget ($1m-$10m) High budget (over $10m)
Massively, it has seriously threatened my profession. A lot, it has reduced my business' income
Not affected, my business is unaffected by piracy Its a good thing, piracy has helped my business
Chart 1.3 shows the results to the question “How has film piracy affected your business?” for all 1,235 respondents of the 2014
Film Industry Survey by Stephen Follows, split by the budget level in which the majority of their past projects lie.
Headline Result
39%
Yes, has illegally downloaded a TV
show or feature film
No, has not illegally downloaded a TV
show or feature film
61%
Chart 2.1 shows what percentage of a subset of respondents of the 2014 Film Industry Survey by Stephen Follows agreed with the
statement “I have illegally downloaded a TV show or feature film”. The subset showed this question amounted to 276 people. Full
methodology can be found at the end of this report.
Chart 2.2 shows what percentage of a subset of respondents of the 2014 Film Industry Survey by Stephen Follows agreed with the
statement “I have illegally downloaded a TV show or feature film”. The subset showed this question amounted to 276 people. Full
methodology can be found at the end of this report.
Chart 2.3 shows what percentage of a subset of respondents of the 2014 Film Industry Survey by Stephen Follows agreed with the
statement “I have illegally downloaded a TV show or feature film”. The subset showed this question amounted to 276 people. Full
methodology can be found at the end of this report.
1. I openly asked if piracy had affected their business (see Section 1 of this document for full results)
2. I secretly measured how many admitted to illegally downloading a TV show or feature film. Full
methodology for this process can be found at the end of this document.
It therefore occurred to me that I could cross-reference the answers to these questions, allowing me to
measure if the people negatively affected by piracy are any more or less likely to illegally download
content.
The results show that respondents who were negatively affected by piracy were less likely to illegally
download content, but by a very small margin.
Overall 39% of all my surveyed respondents admitted to illegally downloading content and when I
looked only at people who have experienced negative effects of piracy it drops by 5% to 34%.
Chart 2.4 shows what percentage of a subset of respondents of the 2014 Film Industry Survey by Stephen Follows stated that
piracy had negatively affected their business and who agreed with the statement “I have illegally downloaded a TV show or
feature film”. Full methodology can be found at the end of this report.
Headline Result
46%
Agree
Disagree
54%
Chart 4.1 shows what percentage of a subset of respondents of the 2014 Film Industry Survey by Stephen Follows agreed or
disagreed with the statement “Investing in film s in 2014 is a sensible business investm ent”. The subset showed this question
am ounted to 228 people. Full m ethodology can be found at the end of this report.
Chart 3.2 shows what percentage of a subset of respondents of the 2014 Film Industry Survey by Stephen Follows agreed or
disagreed with the statem ent “Investing in film s in 2014 is a sensible business investm ent”. The subset showed this question
am ounted to 228 people. Full m ethodology can be found at the end of this report.
Chart 3.3 shows what percentage of a subset of respondents of the 2014 Film Industry Survey by Stephen Follows agreed or
disagreed with the statem ent “Investing in film s in 2014 is a sensible business investment”. The subset showed this question
am ounted to 228 people. Full m ethodology can be found at the end of this report.
Headline Result
4.1 Do you agree with the statement "It's harder for women to
succeed in the film industry than men"?
37%
Agree
Disagree
63%
Chart 4.1 shows what percentage of a subset of respondents of the 2014 Film Industry Survey by Stephen Follows agreed or
disagreed with the statem ent “It's harder for wom en to succeed in the film industry than m en”. The subset showed this question
am ounted to 244 people. Full m ethodology can be found at the end of this report.
4.2 Do you agree with the statement "It's harder for women to
succeed in the film industry than men"?
100%
90% 18%
29% 33% 33%
80% 39%
70% 59% 67%
60%
50%
40% 82%
71% 67% 67%
30% 61% Disagree
20% 41% 33% Agree
10%
0%
Chart 4.2 shows what percentage of a subset of respondents of the 2014 Film Industry Survey by Stephen Follows agreed or
disagreed with the statem ent “It's harder for wom en to succeed in the film industry than m en”. The subset showed this question
am ounted to 244 people. Full m ethodology can be found at the end of this report.
4.3 Do you agree with the statement "It's harder for women to
succeed in the film industry than men"?
100%
90%
32% 38%
80%
70% 63%
60%
50% Disagree
40% Agree
68% 62%
30%
20% 37%
10%
0%
Low Budget (under $1m) Mid Budget ($1m-$10m) High budget (over $10m)
Chart 4.3 shows what percentage of a subset of respondents of the 2014 Film Industry Survey by Stephen Follows agreed or
disagreed with the statem ent “It's harder for wom en to succeed in the film industry than m en”. The subset showed this question
am ounted to 244 people. Full m ethodology can be found at the end of this report.
Headline Result
5.1 Do you agree with the statement "A movie is more enjoyable
in 3D than in 2D"?
5%
Agree
Disagree
95%
Chart 5.1 shows what percentage of a subset of respondents of the 2014 Film Industry Survey by Stephen Follows agreed or
disagreed with the statem ent “A movie is more enjoyable in 3D than in 2D”. The subset showed this question amounted to 234
people. Full m ethodology can be found at the end of this report.
5.2 Do you agree with the statement "A movie is more enjoyable
in 3D than in 2D"?
100%
90%
80%
70%
60% 79% 76%
50% 100% 97% 100% 97% 95%
40%
30% Disagree
20% Agree
10% 21% 24%
0% 0% 3% 0% 3% 5%
Chart 5.2 shows what percentage of a subset of respondents of the 2014 Film Industry Survey by Stephen Follows agreed or
disagreed with the statem ent “A movie is more enjoyable in 3D than in 2D”. The subset showed this question amounted to 234
people. Full m ethodology can be found at the end of this report.
5.3 Do you agree with the statement "A movie is more enjoyable
in 3D than in 2D"?
100%
90%
80%
70%
60%
87%
50% 99% 99% Disagree
40% Agree
30%
20%
10%
13%
0% 1% 1%
Low Budget (under $1m) Mid Budget ($1m-$10m) High budget (over $10m)
Chart 5.3 shows what percentage of a subset of respondents of the 2014 Film Industry Survey by Steph en Follows agreed or
disagreed with the statem ent “A movie is more enjoyable in 3D than in 2D”. The subset showed this question amounted to 234
people. Full m ethodology can be found at the end of this report.
Headline Result
40%
35%
30%
30% 27%
25%
19%
20%
15%
10%
5%
0%
Sales Agent US Distributor International Distributor Cinema / Movie theater
Chart 6.1 shows the average figure to the question “W hat is the average commission (% ) that the following parties keep from
revenue?” for all 1,235 respondents of the 2014 Film Industry Survey by Stephen Follows.
19%
30%
Development
27%
44%
19%
30%
Production
27%
43%
19%
31%
Post-production
27%
42%
18%
30%
Sales & Distribution
28%
49%
22%
36%
Exhibition
30%
43%
17%
28%
Marketing
25%
42%
18%
29%
Other
27%
41%
Chart 6.2 shows the average figure to the question “W hat is the average com m ission (% ) that the following parties keep from
revenue?” for all 1,235 respondents of the 2014 Film Industry Survey by Stephen Follows, split by their principle sector(s) of
business.
Scale Used
Respondents were asked to rate each factor on a scale of 1 to 5, which was described as such…
1. I don't care
2. Not very important
3. Mildly important
4. Very important
5. Incredibly important
Headline Result
Chart 7.1 shows the results to the question “How im portant are the following elem ents in deciding which projects you work on ?”
for all 1,235 respondents of the 2014 Film Industry Survey by Stephen Follows.
4.6
4.6
4.5
Concept / Idea 4.3
4.5
4.4
3.9
4.6
4.6
4.4
The quality of the script 4.3
4.5
4.4
4.0
3.4
3.4
3.3
How popular the cast are 3.7
3.1
3.5
3.1
4.4
4.3
4.3
Talent of the director 4.2
4.3
4.1
3.9
3.9
3.8
3.8
Reputation of producer 3.5
3.2
3.7
3.7
3.4
3.4
3.3
Budget level 3.2
2.9
3.3
3.1
3.1
3.0
2.9
Performance data of similar films 3.4
2.8
3.2
2.8
2.9
2.9
2.8
Trends within the industry 3.3
2.8
3.2
2.8
Chart 7.2 shows the results to the question “How im portant are the following elem ents in deciding which projects you work on ?”
for all 1,235 respondents of the 2014 Film Industry Survey by Stephen Follows, split by their principle sector(s) of business.
4.5
Concept / Idea 4.4
4.4
4.4
The quality of the script 4.6
4.6
3.1
How popular the cast are 3.6
3.6
4.2
Talent of the director 4.3
4.3
3.7
Reputation of producer 3.9
3.9
3.3
Budget level 3.4
3.5
2.9
Performance data of similar films 3.2
3.2
2.8
Trends within the industry 3.1
3.1
Low Budget (under $1m) Mid Budget ($1m-$10m) High budget (over $10m)
Chart 7.3 shows the results to the question “How im portant are the following elem ents in deciding which projects you work on ?”
for all 1,235 respondents of the 2014 Film Industry Survey by Stephen Follows, split by the budget level in which the m ajority of
their past projects lie.
Headline Result
9%
Chart 8.1 shows the results to the question “How does the future look for your business?” for all 1,235 respondents of the 2014
Film Industry Survey by Stephen Follows.
50%
40%
29% 31% 30%
30%
23% 22% 22%
20%
20%
13%
9% 10% 10%
10% 6% 7%
5%
0%
Development Production Post-production Sales & Exhibition Marketing Other
Distribution
2014 will be better than 2013 2014 will be the same as 2013 2014 will be worse than 2013
Chart 8.2 shows the results to the question “How does the future look for your business?” for all 1,235 respondents of the 2014
Film Industry Survey by Stephen Follows, split by their principle sector(s) of business.
60%
50%
40%
30% 25% 23% 21%
20%
9% 9% 10%
10%
0%
Low Budget (under $1m) Mid Budget ($1m-$10m) High budget (over $10m)
2014 will be better than 2013 2014 will be the same as 2013 2014 will be worse than 2013
Chart 8.3 shows the results to the question “How does the future look for your business?” for all 1,235 respondents of the 2014
Film Industry Survey by Stephen Follows, split by the budget level in which the majority of their past projects lie.
Headline Result
9.1 Do you think that new revenue streams (such as iTunes, Video on Demand, etc)
will match the level of revenue DVD used to generate at its peak?
7%
19%
22%
20%
20%
12%
Chart 9.1 shows the results to the question “Do you think that new revenue stream s (such as iTunes, Video on Dem and, etc) will
match the level of revenue DVD used to generate at its peak?” for all 1,235 respondents of the 2014 Film Industry Survey by
Stephen Follows.
9.2 Do you think that new revenue streams (such as iTunes, Video on Demand,
etc) will match the level of revenue DVD used to generate at its peak?
0% 5% 10% 15% 20% 25% 30% 35%
7%
22%
22%
Development
12%
19%
18%
7%
22%
21%
Production
12%
21%
17%
6%
25%
21%
Post-production
15%
19%
13%
7%
19%
13%
Sales & Distribution
14%
20%
28%
10%
21%
19%
Exhibition
6%
19%
24%
14%
23%
18%
Marketing
12%
20%
13%
8%
29%
18%
Other
14%
13%
18%
Chart 9.2 shows the results to the question “Do you think that new revenue streams (such as iTunes, Video on Demand, etc) will
match the level of revenue DVD used to generate at its peak?” for all 1,235 respondents of the 2014 Film Industry Survey by
Stephen Follows, split by their principle sector(s) of business.
Headline Result
10.1 On average, for the films you have worked on in the past two years,
where did the financing come from?
2%
6%
6%
27%
10%
13%
20%
15%
Chart 10.1 shows the results to the question “On average, for the films you have worked on in the past two years, where did the
financing come from?” for all 1,235 respondents of the 2014 Film Industry Survey by Stephen Follows, split by their principle
sector(s) of business.
Of those emailed, 44% opened the email, 15.7% clicked on the link and 34% of those (1,235) completed
the survey. Interestingly, over 100 people then emailed back to let me know that they had taken part. I
feel that these rates are extremely high, showing how open and communicative the industry can be.
The Respondents
The surveys were anonymous, although the link was only emailed to suitable people and not shared
publicly.
Respondents were permitted to select multiple sectors. 56% selected just one sector, 23% selected two,
14% selected three and 5% selected four or more.
86 countries were represented, which included the United States (20.5%), the UK (15.7%), Canada (6.9%),
France (5.5%), Germany (5.1%), Spain (4.0%), Australia (3.6%) and 79 other countries (38.8%).
I asked for the number of films they had in development, in production, finished but not released and
distributed in different budget ranges. I then used this to assess which of three budget categories best
describes their work to date.
Sneaky questions
In one section of the survey I wanted to illicit truthful answers on tricky topics and so I resorted to a
sneaky technique.
To one randomly assigned set of participants I presented three statements about the industry (such as ‘I
prefer to watch films on DVD than in the cinema’). I then asked the respondent how many of the three
statements they agreed with, but only asking for the combined total (i.e. “I agree with two of the three
statements”).
• It's harder for women to succeed in the film industry than men
• A movie is more enjoyable in 3D than in 2D
• Investing in films in 2014 is a sensible business investment
• I have illegally downloaded a TV show or feature film
By subtracting the average number of agreed-with statements (for example 3.45) from the average of
the control group (for example 2.87) I was able to calculate the percentage of people who agreed with
the additional statement (in this case it would be 58%).
Limitations
As with any survey, there are a few limitations to this project. The most significant which occur to me
are…
• Lying – I have no way of verifying that the answers given are correct. I did all I could to prevent
this by making the survey anonymous, by asking key information in subtle ways and by providing
no reward for particular answers. I hope that this reduced any pressure respondents may have
felt to lie, exaggerate or downplay.
• Language – My emails and survey were both in English, which will naturally exclude non-English
speaking professionals.
• Weighting – In order to calculate how the opinions altered at differing budget ranges I asked
respondents for the number of films they had made in a variety of budget ranges (see
Methodology for details). I then used this to calculate which their principle budget range was. I
would have preferred to have had a more precise method of determining in which budget range
to place people, as this cannot take account of the significance of each movie. A ‘low budget
producer’ may now be making larger films but if their move is recent then they would still be
regarded as ‘low budget’ for this survey.
• Selection bias – By targeting people who have attended a film market I am already providing a
certain skew on the answers.
• Self-selection bias – Respondents were exclusively made up of people who were willing to open
my email, click on my link and complete the survey.
Thanks
This survey would not have been possible without the continued support of Mike Mindel, Sophie
Lifschutz, Lucy Fazey and Edward L Dark – thank you all!
What’s Next?
I am partnering with a few industry organisations to run surveys with their readership/members. I hope
that this, along with other methods, will allow me to drill deeper into the stats behind the industry.
I will publish all of my results at http://www.stephenfollows.com, where you can also see my previous
surveys, research and data.