A new streaming service has launched aiming to connect filmmakers directly with their audiences in order to bypass mainstream rivals such as Netflix.
Olyn allows filmmakers to sell their films directly to viewers via its one-link streaming service and take full control over distribution, marketing, monetisation and audience data, while also rewarding viewers for sharing movies that they like.
The founders of California-based Olyn said many small filmmakers in particular struggled to reach audiences in the big tech-dominated streaming industry. Bigger box office films tended to feature most prominently in the carousel of titles promoted to viewers, which meant smaller or more niche movies could be lost in the vast libraries of available content.
Leading streamers also take a large portion of the profits via subscription fees and retain data on viewership and engagement, prompting some creators to look elsewhere.
“Filmmakers have already started thinking like start-ups and seeking a future for their work beyond traditional platforms,” said Malcolm Wood, co-founder at Olyn and one of the producers for films such as A Plastic Ocean.
“Everyone I’m speaking to is making less money year on year — there’s more content, there’s fewer buyers. Purchase budgets have dropped dramatically. It’s pretty hard to get a sale . . . and the biggest sufferers are the independent filmmakers,” he said.
Olyn said filmmakers could earn up to 90 per cent of the revenue using its technology. The service creates a streaming link for a film, which filmmakers can then share across platforms, such as their own websites and social media networks, and with influencers, partners, critics and review aggregators.
It also means they can sell a film to a mainstream streaming service in one region if a deal is available, but self-distribute in another.
Filmmakers could already use platforms such as YouTube or Vimeo, but Wood argued they did not benefit creators as much given they could not sell directly to the consumer. “You don’t own your audience. The creator is an employee of the model.”
Olyn has built technology to reward audiences for referring films they like to others. Viewers receive a unique referral link to share with their network and earn commission for every sale of that film made as a result of their referral.
Ana Maria Jipa, chief executive and co-founder at Olyn, said: “Films are made to be shared. A recommendation from someone carries far more weight than an algorithm. The democratisation wave has transformed sectors, and democratising entertainment distribution is next.”
The service has launched with a number of movies already available, including Midas Man, a biopic of Beatles manager Brian Epstein. Wood said he expected rapid take-up of the service.
“Every conversation has been a yes in some way, shape or form, because we’re not restrictive. We’re finding everyone from the top-tier films . . . all the way down to guys who spend a couple of $100,000. The key here is you own your own audience.”
Olyn has raised venture capital to support its launch, but Wood said further funds would be sought for “the next phase” of the business.