Invincible Pictures CEO Tom Ashley Launches FlixFling
With so many new avenues for filmmakers to get their projects in front of viewers, most industry people find themselves caught between the old way of doing things and the emerging new media markets. One of the companies at the forefront of the next revolution in the industry is FlixFling, co-founded by Brad Heffler and Tom Ashley of Invincible Production and Distribution Company. After investing in a few individual movie deals, Heffler, a successful business entrepreneur, became interested in investing in cutting-edge new media technologies and changing the way people access and view films.
Tom Ashley, CEO of FlixFling, took some time to talk about the future of digital media and how it helps indie filmmakers.
IFQ: How did you begin to develop the idea of FlixFling.com?
Tom Ashley: We saw the writing on the wall. With the decline of the DVD market and limited shelf space available for indies, it made perfect sense. Looking toward the future, we saw that with all of the new smart-phones, internet-ready TVs, and the new iPad, people will be looking for a way to access their favorite films across multiple devices, share it with friends, etc. This is exactly what FlixFling does.
IFQ: What separates FlixFling.com from similar sites like Netflix?
TA: There are a few major differences. The first is price. With FlixFling, we do not require users to purchase subscriptions. There are subscription options, but users can also pay as they go. Also, FlixFling allows you to purchase films and store them in your ‘My Movies’ section where they can be accessed across our entire network of devices, indefinitely. On select titles, there is also the option for users to pay a few dollars more and we will ship the DVD. There is also a great social networking component where users can access their movies through our Facebook App, and share their favorite films with friends.
IFQ: How do independent filmmakers benefit from the existence of FlixFling?
TA: Quite simply, access. It can be very difficult for indie filmmakers to get their films on services like iTunes and Netflix without a distributor. With FlixFling, filmmakers have the option to upload their film, track their film with real-time reporting, and use a multitude of marketing options to help in promoting their titles. This also gives more people the opportunity to see a film they otherwise might not.
IFQ: Your production and distribution company, Invincible Pictures, has a 70,000 sq. foot full-service studio in Philadelphia. How do filmmakers benefit from the existence of these three companies run by one team and under one umbrella?
TA: We offer filmmakers a one-stop shop, from production support, studio access, equipment rentals, post services and distribution. We can help filmmakers maximize their budgets and enhance production value while giving them the peace of mind that their film will have solid distribution options available. We also help filmmakers navigate through the various PA tax incentives. Filmmakers who use our production services are never obligated to use our distribution services
IFQ: How do new media and digital distribution help filmmakers get their projects in front of the audience?
TA: Their film becomes instantly available to anyone with an Internet connection or mobile phone. The FlixFling system makes it very easy for filmmakers to promote their film on various social networking sites. Our placement system puts films in top positions based on ratings. So, a popular film by a relative unknown can find itself in a top position based on user ratings. Our rating system updates across all devices on the system.
IFQ: We all know the need for new technology moves faster than the market it creates. For those of us who are attached to our DVD players and Blu-Ray players, can we still get physical material using FlixFling?
TA: Yes. As I mentioned earlier, there is always going to be a desire for physical goods. Filmmakers do have the option to make their titles available on DVD or Blu-ray for sell-through only.
IFQ: Where are we headed next with the market for digital media and what is your projection for the next decade?
TA: I think we are going to see a huge revolution in the way people access content. With products like the iPad coming to market, consumers will be looking for more Internet on demand options. Over the next ten years, I think we will see almost a complete transition into Internet content delivery. It will be very interesting to see how this plays out.