The Long-Form Revolution is upon us. Or maybe not quite yet. But these days the moment you predict something, it happened a couple of minutes ago. So let’s just agree that this is already a fact.
When a hit film like Paranormal Activity cost only $15,000 to make, and Clerks required $30,000, why are marketers contenting themselves with 30-second spots and 2-minute YouTube videos? Well, a few are not, and we like what we see. For example, take a glance at the Palladium boot company’s series of film documentaries, which pretty much constitute the company’s Web page. These longer-form films have been covered as news by outlets like the L.A. Times and the Huffington Post, and well they should. This is solid, authentic stuff, and it’s going to earn major points for Palladium.
With technology making the creation of a feature film as affordable as, say, taking someone on an expensive date, agencies and their clients face a whole new future. And why stop at film? How about a big, complex transmedia effort like our current Alternate Reality Game leading up to Dexter Season Five? No matter how many different media you add to the mix, at the end of the day you can still do a hell of a lot with a hand-held camera, some loft space, a bunch of lunatics, and several buckets of fake blood.
Viva the long form. This is going to be fun.