Making Friends With The Online Medium
If I ever meet Tom Cruise in person, I'm going to ask him for eight
bucks. Why does Tom Cruise owe me eight dollars? Because not only did I sit
through Mission: Impossible 2, I paid for the dubious privilege
of being bored to fits with inane dialog, an improbable plot and ho-hum
special effects. The way I look at it, it's all his fault.
It's enough to make all of us wish we didn't have to pay for some of the
movies we see. And some of us aren't. As prescient individuals could have
predicted ten minutes after the Napster versus the Recording Industry
Association of America brouhaha started, the next battles will be fought in
DVD land, with the film and television studios on one side, and the
manufacturers of DVD burners and developers of software to decode encryption
on the other. Because right now, there is no reason why you and I can't download movies
from the Internet and make copies for all our friends. And it scares the
movie industry to an over-acted, dramatic death.
For the past two years, the movie industry has been quietly battling a
group of foes that includes programmers, academics, free-speech proponents
and people who are plain sick and tired of paying too much for really,
really crappy movies. (OK, so the latter group may not have filed any
lawsuits yet, but it does exist.) This year, there are some new
foes. In the first corner, there are the technologies that are making
possible the downloading and swapping of movies and television programs in the same
manner in which Napster, Diamond Rio and others made possible the sharing of songs in MP3 format. In the other corner are those
individuals who are more than happy to share and view films and TV shows
they download from online friends. Where does the Motion Picture Association
of America aim first? Well, since it's cost-prohibitive to chase after every
film buff with a computer and a broadband Internet connection, the target of
choice is the organizations and manufacturers whose products and services
enable the file sharing practice.
At the end of last year, the film industry took a blow that involved the
reversal of a judgment that had initially banned programmers from publishing
the code of a program called DeCSS, which decodes the scrambling built into
DVDs to prevent them from being duplicated. (DeCSS was originally developed for
the fairly innocent reason of allowing DVDs to be viewed on computers
running Linux.) A judge had initially ruled that the software
violated the ubiquitous Digital Millennium Copyright Act; an appeals court
later ruled that being prevented from publishing the code violated the
developer's free speech rights. (The California appeals code implied that it
considers code to be a form of speech.)
At the middle of this growing furor is a company called DivXNetworks,
which offers a new file format called DivX and compression technology (also
referred to as MPEG-4) that allows television programs and films to be
exchanged over a broadband Internet connection. The resulting AVI files can
be played on DivX's own software, called Playa, or on Windows
Media Player, provided the user download the codec driver from
DivX's Web site. The DivX video content can then be shared in the
now-familiar peer-to-peer method that is still in existence, despite the
efforts of enough
lawyers to fill Cleveland.
Another target of the Motion Picture Association of America is ReplayTV,
a company that makes a digital video recorder that among other things, links
to a user's broadband Internet connection and allows for the sharing of
video with other individuals who have a ReplayTV unit. This feature
presumably concerns the MPAA because it allows users to download content
from peer-to-peer sites, opening the door to the film industry's nightmare
scenario of happy file swappers sending each other copies of Killer
Clowns From Outer Space in exchange for other high-quality classics, such
as Jesse James Meets Frankenstein's Daughter.
In an interesting twist on the issue, Wired magazine reported that a
group of high-tech companies recently sent a letter to the major Hollywood
studios (Disney was at the top of the list) as well as Senator Fritz Hollings of
South Carolina, because they have been active in working to pass a bill requiring
hardware companies to build copyright protection directly into PCs. The
high-tech consortium, comprised of Microsoft, Motorola, IBM, Intel and
others, has stated that they will work and cooperate with the film industry
to develop technologies that will help control piracy, but strongly disagree
with the studios' and Senator Hollings' stance that anti-piracy methods be
required in new computers. Bill Gates versus Mickey Mousethings could get
interesting.
Reportedly, most of the major studios have begun to develop their own proprietary
encryption methods (a nightmare in the making, if you ask me). Encryption
attempts, as any hacker will tell you, are usually a bad joke and can be
gotten around almost as quickly as they are developed and implemented.
I'm not sure what the answer is. I do realize that film studios have a
right to protect themselves from piracy, just as the record companies do,
but the reactive, draconian measures these companies and organizations have
attempted to push through are most definitively not the answer. Like it or
not, both recording studios and film studios need to make friends with the
online mediumthey have no choice.
Hollywood's tactic thus far has been to try and completely eliminate the
technologies that make the distribution of content on the Internet possible.
(Remember when Hollywood tried to take steps to ban VCRs shortly after their
development in the late 1970s? The studios believed if people could record
movies from TV, they would never pay to see another movie again.)
So what
happens, I ask, when the entertainment industry succeeds in making sure the
equipment and software is never created, and then decides it would like to put
together a legitimate business model for successfully distributing film
studios' wares via broadband? At that time, will they issue the order for the
computer companies to add the technologies back in? Should consumers and the
high-tech industries be manipulated because Hollywood can't make enough
money on films in the cinemas?
I have a suggestionquit paying actors $25
million a movie, and producers will have some pocket change left over at the
end of the day. Nobody is worth that much money. Directors can start
doing lunch at Taco Bell, like the rest of us. Maybe the fallout will be
that film studios will no longer be able to afford to make bad movies. It's a pity it didn't happen soon enough to save me from Mission:
Impossible 2.
The author can be contacted at tschelmetic@tmcnet.com.
Yes, believe it or not, Jesse James Meets Frankenstein's Daughter was
a real 1965 film.
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