Trends in Fulldome Show Production & Distribution

2008 Fulldome Summit2008 Fulldome SummitThe Future of FulldomeThe Future of Fulldome

July 3, 2008July 3, 2008Chicago, Illinois USAChicago, Illinois USA

Trends in Trends in FulldomeFulldome Show Show Production and DistributionProduction and Distribution

Mike BrunoSpitz, Inc.

700 Brandywine DriveChadds Ford, PA 19317

USAmbruno@spitzinc.com

www.spitzinc.com

the changing landscapethe changing landscapethe changing landscapethe changing landscape

worldwideworldwide phenomenonphenomenonworldwide worldwide phenomenonphenomenonsince 2000, 400+ fulldome theaters, 40+ countriesdomefest, ASTC Fulldome Showcase, IMERSAis it time to jump into the fulldome pool?is it time to jump into the fulldome pool?

the changing landscapethe changing landscapethe changing landscapethe changing landscape

growthdigital planetarium now outselling optical 10:160 new theaters/year 600 projected by 201060 new theaters/year, 600 projected by 2010

a few shows started it all…a few shows started it all…a few shows started it all…a few shows started it all…

In the early days, vendor produced shows dominated, In the early days, vendor produced shows dominated, but 10 years later .but 10 years later .but 10 years later….but 10 years later….

an explosion of digital content…an explosion of digital content…an explosion of digital content…an explosion of digital content…

…planetariums …planetariums are largest are largest producers (2 of 3 shows), producers (2 of 3 shows), with nearly 100 titles now availablewith nearly 100 titles now availablewith nearly 100 titles now availablewith nearly 100 titles now available

an explosion an explosion of of digital contentdigital contentan explosion an explosion of of digital contentdigital content

average average of 5of 5--6 new titles per 6 new titles per year, more year, more genres genres emerging recentlyemerging recently , including, includingemerging recently emerging recently , including…, including…

an explosion an explosion of of digital contentdigital contentan explosion an explosion of of digital contentdigital content

…cool, high…cool, high--end kidsend kids’ programming ’ programming ….….

an explosion an explosion of of digital contentdigital contentan explosion an explosion of of digital contentdigital content

Einstein OperaEinstein Opera

Phase-7

…music entertainment, and……music entertainment, and…

an explosion an explosion of of digital contentdigital contentan explosion an explosion of of digital contentdigital content

…Imax films repurposed or digitally remastered …Imax films repurposed or digitally remastered for the domefor the domefor the domefor the dome

100 movies, why make another?100 movies, why make another?100 movies, why make another?100 movies, why make another?it’s a new ballgame, it’s a new ballgame, manymany new theaters looking new theaters looking

for good contentfor good contentfor good contentfor good contentmany existing shows outdated, uneven qualitymany existing shows outdated, uneven qualitya few top space science shows dominatea few top space science shows dominatea few top space science shows dominatea few top space science shows dominate

Black Holes: the Other Side of Infinity, Cosmic Collisions, The Zula Black Holes: the Other Side of Infinity, Cosmic Collisions, The Zula Patrol, Dawn of the Space AgePatrol, Dawn of the Space Age

crossover shows successful toocrossover shows successful tooSeven Wonders, Astronaut, Stars of the PharaohsSeven Wonders, Astronaut, Stars of the Pharaohs

15 d< 15 producers at present

who are who are the the producersproducers??who are who are the the producersproducers??

large large planetariums planetariums gg ppAMNH, DMNS, Clark, HMNS, National Space Centre, et al.

system manufacturerssystem manufacturerssystem manufacturerssystem manufacturersE&S, Spitz, SkySkan, Goto, others

i d d ti d d tindependents independents Mirage 3D, Softmachine…

universities universities DrexelDrexel, RPI, , RPI, UNM, U UNM, U of Applied Sciences, Kielof Applied Sciences, Kiel……

know your marketknow your marketknow your marketknow your market

science centers museums colleges schoolsscience centers museums colleges schoolsscience centers, museums, colleges, schoolsscience centers, museums, colleges, schoolsshows are mostly documentary formatshows are mostly documentary format

space sciencespace sciencespace sciencespace scienceearth scienceearth sciencebiology/chemistry biology/chemistry music/entertainmentmusic/entertainmentchildrenschildrens’ ’ shows shows

astronomy is still kingastronomy is still king

funding your projectfunding your projectfunding your projectfunding your project

f dif difunding sourcesfunding sourcesfederal (NSF, NIH, NASA)federal (NSF, NIH, NASA)

i t f d tii t f d tiprivate foundationsprivate foundationsstate and local sources, film boards, etc.state and local sources, film boards, etc.partnerships, joint venturespartnerships, joint venturesprivate equityprivate equitycombinations of the abovecombinations of the above

how much to spend?how much to spend?how much to spend?how much to spend?

l j i d b i ll j i d b i lcreate sales projections and business plancreate sales projections and business plantypical 24typical 24--minute 3D show @ 4k x 4K resolution can costminute 3D show @ 4k x 4K resolution can cost$150K to $1m+$150K to $1m+$150K to $1m+$150K to $1m+

most are spendingmost are spending$300k to $600k = $15$300k to $600k = $15--$25K/min$25K/min

variablesvariablesregional cost variations, overhead rates, forregional cost variations, overhead rates, for--profit, nonprofit, non--profit etcprofit etcprofit, etc.profit, etc.

production cycleproduction cycle1 year to 3 years1 year to 3 yearsy yy y

marketing and promotionmarketing and promotionmarketing and promotionmarketing and promotion

total cost =total cost =total cost total cost production budget + marketing, promo and rollout expensesproduction budget + marketing, promo and rollout expenses

distributor distributor to promote show though variety of media channels (web, trade to promote show though variety of media channels (web, trade shows, ads, etc), negotiate license fees, encoding, installation, shows, ads, etc), negotiate license fees, encoding, installation, QC, collect $ and pay producerQC, collect $ and pay producerQ , p y pQ , p y p

support packagesupport packagegood press kit, educator’s guide, etc.good press kit, educator’s guide, etc.

work closelywork closelywith client PR team for smooth launchwith client PR team for smooth launch

licensing your showlicensing your showlicensing your showlicensing your showFulldome Show Licensing Rates

Portables $2k - $5kPortables $2k $5k

Small domes (usually fisheye) $5k - $12k

Medium domes (fisheye, multi-channel) $15k - $25k( y , )

Large domes (multi-channel) $25k and up

Large domes (multi)-channel) Gate share, fee per ticket

blbl

or % of gross

variablesvariablescheap, medium and expensive showscheap, medium and expensive showsdiff i i f l i l ddiff i i f l i l ddifferent pricing formulas per title and venuedifferent pricing formulas per title and venueterm of license, etc.term of license, etc.

licensing your showlicensing your showlicensing your showlicensing your show

assumptionsassumptions$400k 25% di ib i f d $535k$400k 25% di ib i f d $535k$400k cost + 25% distribution fee, you need to gross $535k$400k cost + 25% distribution fee, you need to gross $535kto break even, orto break even, or

…20 small dome licenses @ $8k each + 15 medium dome…20 small dome licenses @ $8k each + 15 medium domelicenses @ $25k each, orlicenses @ $25k each, or

…10% of total market (400 domes) @ $13k each…10% of total market (400 domes) @ $13k each

feasibilityfeasibilityexpect 2expect 2--5 years to see ROI with good show and aggressive 5 years to see ROI with good show and aggressive rolloutrolloutrolloutrollout

challengeschallengeschallengeschallenges

what to expectwhat to expect4k x 4k animation is non4k x 4k animation is non--trivialtrivialhigh starthigh start--up costs for infrastructure up costs for infrastructure professional animation team costs $$$professional animation team costs $$$downward pricing pressure on license feesdownward pricing pressure on license feesdownward pricing pressure on license feesdownward pricing pressure on license feesnew theaters don’t mean immediate opportunitiesnew theaters don’t mean immediate opportunitiessmall domes biggest growth area, lower feessmall domes biggest growth area, lower feeslong lead time 1 year advance bookingslong lead time 1 year advance bookingslong lead time, 1 year advance bookingslong lead time, 1 year advance bookings

partnering for successpartnering for successpartnering for successpartnering for success

Black Holes: the Other Side of InfinityBlack Holes: the Other Side of InfinityNSF NSF funded, approx $funded, approx $1m 1m costcostDenver Denver Museum of Nature & Science, Museum of Nature & Science, Thomas Lucas Productions, Thomas Lucas Productions,

NCSANCSA, NOVA, Spitz, NOVA, Spitzhighhigh--end end scisci--vizviz, documentary style, documentary style2 2 year production year production cycle, extensive testing and reviewcycle, extensive testing and review50+ 50+ theaters theaters within 2 years of within 2 years of releaserelease

partnering for successpartnering for successpartnering for successpartnering for success

The Zula Patrol: Under the WeatherThe Zula Patrol: Under the Weatherprivately funded, 2 year production cycleprivately funded, 2 year production cyclebased on acclaimed TV space science cartoon series reaching based on acclaimed TV space science cartoon series reaching

200m households worldwide200m households worldwideEmmyEmmy--nominated writersnominated writersgreat partners (Adler, PBS and others)great partners (Adler, PBS and others)leverages Zula brand: TV series, education, retail, digital media leverages Zula brand: TV series, education, retail, digital media combined with Zula travelling museum exhibitcombined with Zula travelling museum exhibitcombined with Zula travelling museum exhibitcombined with Zula travelling museum exhibit25+ licenses in first year of release25+ licenses in first year of release

lessons learnedlessons learnedlessons learnedlessons learned

feedbackfeedbackevergreenevergreen topicstopicsevergreenevergreen topics topics

long shelf life, best ROIlong shelf life, best ROI

clear writingclear writinghire a pro, get the science righthire a pro, get the science right

curriculum connectioncurriculum connectionsupport national and state science education support national and state science education standardsstandards

lessons learnedlessons learnedlessons learnedlessons learned

feedbackfeedbackcollaborate with the bestcollaborate with the bestcollaborate with the best collaborate with the best

leverage assets, brands, reputationsleverage assets, brands, reputations

celebrity narratorcelebrity narratorcelebrity narrator celebrity narrator a plus, but not a saviora plus, but not a savior

evaluate evaluate evaluateevaluate evaluate evaluateevaluate, evaluate, evaluate evaluate, evaluate, evaluate test on audiences whenever possibletest on audiences whenever possible

conclusionsconclusionsconclusionsconclusions

industryindustry--wide benefits of better showswide benefits of better showsproducer gets ROIproducer gets ROIproducer gets ROIproducer gets ROImore theaters get builtmore theaters get builtimproved bottom lineimproved bottom line for theatersfor theatersimproved bottom lineimproved bottom line for theatersfor theaterssatisfied audiences, repeat visitorssatisfied audiences, repeat visitors

2008 Fulldome Summit2008 Fulldome SummitThe Future of FulldomeThe Future of Fulldome

July 3, 2008July 3, 2008Chicago, Illinois USAChicago, Illinois USA

Thank You!Thank You!Thank You!Thank You!

Mike BrunoSpitz, Inc.

700 Brandywine DriveChadds Ford, PA 19317

USAmbruno@spitzinc.com.com

www.spitzinc.com.com