Wednesday, 6 July 2022

Why Community Is Everything for the Creator Economy

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Community is the new version of word-of-mouth, and the opinions of creators and their followers can boost or block sales.

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That’s the verdict of marketing agency Media.Monks on the launch of its new report, “The Year of Digital Creators.”

The key to the door of the social media’s new era is “community,” and it is content creators who can unlock it.

“Web3 is slowly but surely becoming a bigger dot on the horizon, paving the way for an internet era that’s governed by the collective,” says Media.Monks.

It is the collective or the community which will own, run, and be rewarded in the creator economy.

It is not as if “influencers” have gone away or been transitioned into “creators.” The distinctions are highly nuanced and subjective, but their combined impact has rapidly expanded into a creator economy that Media.Monks says is already worth $20 billion.

Influencers are presented as growing their audience through creating more personal content — content that shows a curated lifestyle and the brands that align with it. Importantly, “they connect with their audience through authenticity and relatability, showcasing their talents, passions, and a peek into their personal lives.”

By contrast, creators lean into their own talents or a specific topic, creating content that’s entertaining, educational or engaging enough to grow a strong community.

Both are developing content with the aim to entertain, educate, surprise, or engage their followers and steadily grow their community/fandom.

But creators are not the next generation of influencers.

“There’s a fundamental shift in the way creators monetize their activities to provide an independent and flexible income that’s not at the mercy of social platform algorithms or related to building a huge following,” Media.Monks claims. “Creators provide content and expertise on all kinds of niche interests to engaged communities.”

The group’s advice to brands looking to build community is: “make funny and entertaining content, demonstrate what you stand for, invent new memes and challenges, and share information. Belonging, information-sharing and demand for a product are all stimulated by the powerful influence that community can wield.”

Gaming is identified as a leading source of online community among Gen Z in particular. Collaborations between brands and gaming platforms are not just becoming more common, but also more serious with the former owning virtual spaces inside video games or even producing their own unique, artistic gamified experiences.

Community-building is central to the gaming experience. “Communities are being formed in and around gaming, which is fascinating,” says Funs Jacobs, gaming category lead for Media.Monks. 

“However, many brands don’t have a strong community at the moment. They may have fans, but they don’t have that 360-degree relationship with their consumers — and that is something that needs to change in order for brands to survive.”

Another way of building engagement among the gaming community is to livestream. Popular game streamers are interacting and connecting with fans on platforms like Twitch, Instagram, and YouTube.

“Brands want to reach audiences far and wide, whereas streamers want to be sponsored and earn an income from doing what they love — it’s a win-win. Moreover, they provide a very useful space for brands to gather insights and feedback,” Jacobs says.

By getting to know the digital community and looking closely at its behaviors, preferences and needs, brands have a “unique opportunity” to deliver tailored products, services, and content.

In other words, the digital community is an innovative, effective, and fast-paced way for brands to sell directly to their consumers in the social media space.

 


We Have 200 Million Content Creators. Now Let’s Talk About Making Money.

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The worldwide population of the creator economy is estimate to be 200 million, according to a new report by link-in-bio resource Linktree.

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The creator economy encapsulates those individuals making money from selling content on social media, but it doesn’t mean those creators are taking home millions of dollars.

In fact, Linktree’s report notes that the majority of the creator economy consists of “semi-pro” creators who have between 1,000 and 10,000 followers.

Linktree says that 70% of creators earn less than 10% of their income from partnerships with brands. The majority of the 9,500 creators it surveyed have not engaged in any brand deals at all, and even among those who do, the majority take home less than $100 per paid post.

In its report, Linktree quoted TikTok creator Kitty Cat Matt. “The biggest monetization challenge is deciding what opportunities align with my content standards,” he said. “Money takes a back seat to my long-term goals.”

Two-thirds of the creators in Linktree’s sample consider themselves to be “niche creators.” That means they serve viewers who have a deep interest in a unique subject.

Since niche creators home in on specific topics, it can be easier for them to negotiate the branded content landscape. According to Linktree’s report, the nouveau niche are 2% more likely to earn six figures per year, and they’re 11% more likely to have posted at least one piece of branded content.

More than a third of the creators it analyzed have only been making content for a year or less, and among those “beginner creators,” only 6% have made more than $10,000 from their work. 59% of them haven’t turned on monetization at all.

“It’s almost as if those up-and-comers could use a link-in-bio service to help them make money,” as Sam Gutelle of Tubefilter pointedly observes.

“Only 12% of the full-time creators Linktree studied make more than $50,000 per year. Maybe that’s why so many of them are burned out — Linktree stated that 13% of full-timers are ‘extremely/consistently stressed.’ ”

Emerging channels like Twitch, OnlyFans, TikTok, and longtime favorites like Reddit and Snapchat all offer growth opportunities. Beginner creators are more likely to have their largest communities on these platforms than experienced creators. For example, 12% of beginner creators consider TikTok as their biggest platform (vs. 6% of experienced creators); and 16% of beginner creators consider Facebook their biggest platform (vs. 22% of experienced creators).

Los Angeles-based creator platform Collab provided a reaction to the “2022 Creator Report” to Tubefilter. “68% of part-time creators make less than $1,000,” said Collab’s chief strategy officer, Eric Jacks. “This research underscores how difficult it can be to be a creator, and just how important it is for creators to find partners, platforms, and services that streamline monetization opportunities.”

Linktree was set up in 2016 to do just this, acting as a gateway to other revenue streams that contribute to monthly income and makes the creators job a little easier.

It’s certainly working. The Melbourne-headquartered company boasts 24 million users (including celebs Selena Gomez, Noah Beck, and Dwayne Johnson) and a recent $110 million VC investment valued it at $1.3 billion.

As Tubefilter points out, when Linktree was founded, its idea was a novel one. It was a company designed to do two things: put a link in your Instagram bio and jam that link full of information, audience engagement tools, and merch pages.

Now, the link-in-bio industry is a busy place, with companies like Pico and Koji integrating hundreds of apps into a single URL.

Linktree cites “influencer,” “small business,” and “music” as three specific categories in which it is rapidly acquiring customers. In total, the firm’s links-in-bio have registered 1.2 billion clicks to commerce-related websites in the past year.

 


TikTok is Not a Social Media Company, Says TikTok

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Confirmation in case any is needed: TikTok isn’t social media, it’s an entertainment platform.

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“Truthfully, we are not really a social platform,” says Carly Zipp, global head of B2B marketing at TikTok. “We’re an entertainment platform.”

Zipp was speaking on stage at the 2022 NAB Show with NAB’s VP of Content Design & Development, Jonathan Toomey, where she emphasized why TikTok is the future of entertainment marketing.

“First of all, we are entertainment that connects,” Zipp elaborated. “TikTok is not one-way entertainment in that you’re watching something, but you have no way to interact. We’re entertainment that you can interact with. We make you lean in; we make you discover, and that is a two-way conversation.

“That’s the difference between TikTok and some of our competitors in this space. So, we say, culture really starts on TikTok, or cultures built off of TikTok.”

The video-based social platform has taken the market by storm over the last couple of years, propelled by the pandemic-induced demand for people to connect.

“It’s definitely been a rocket ship,” described Zipp, who has worked for the company (owned by ByteDance) for two years.

“Even really the past year alone we’ve seen a massive shift in user behavior and user engagement, but I think what’s most important to remember is TikTok is not about one person or one influencer. TikTok is about the community and everything we do is rooted in community. Everything we do is built by our community. We are not pushing things one way or another. We let the community do the talking for us.”

Widely considered a Gen Z focus group, TikTok users in the 10–25-year-old range actually comprise just 28% of users.

“TikTok really spans across multi-generations that are connecting with one another in different types of communities. The cool thing about TikTok is you are going to find a community that you connect with, and the platform is going to help you connect with those people.”

The trick for brands wanting to connect with communities is to be “authentic,” and that goes double when working with creators on the platform.

“As a brand you have to listen to what people are saying. There’s nothing worse than being felt like you’re being inundated with advertising. Authentic is an overused word but when you can think in the way your [audience] wants – like what are they talking about? What do they care about? — brands have found true success.”

Similarly, Zipp’s advice to working with a creator: “You have to let that creator be their authentic selves. You can’t force a creator to do something or to act a certain way because then they’re not being authentic to who they are. People don’t want fake anymore. They want authentic. I think that’s why you see TikTok creators, do very well because they are kind of just relatable people.”

TikTok want to be the place where studios, creators and fans co-create in community with people just as passionate as they are about the stories they love.

The platform calls it “community generated entertainment,” but you could also call it an entertainment engine and the results are massive.

In a pitch to brands, the company declares: “New audiences are converted to fans at scale and entertainment. Studios are able to engage with fans unlike anywhere else, no matter how or aware people watch their favorite content TikTok is the place where they come to live. It, the future of entertainment marketing is you and TikTok.”

Zipp says, “We definitely have a formula that I think other people are picking up on. There’s a lot of competition in the marketplace and a lot of desire for kind of the platform we provide. [However] we have a real mentality where we are swimming in our own lane. We are always looking forward. The minute we look to the side, that’s when we lose the race. So, we’re always looking forward on what are the features that our community wants.”

 


Friday, 1 July 2022

TikTok is Coming After TV. Can It Be Stopped? (Should It Be?)

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TikTok is a phenomenon and now a direct competitor for video viewers to everyone from broadcast TV and cable services to Netflix and studio streamers. But what, if anything, can they do to stop the juggernaut?

Stop thinking of TikTok as a social network, for a start. As Vox media analyst Peter Kafka points out, the video-sharing app is “a colossally powerful entertainment app that keeps viewers glued to an endless stream of clips.”

Here are the stats: TikTok says it passed a billion users nearly a year ago, but even that number likely understates its importance, because TikTok users spend a lot of time on TikTok. The company told advertisers its users were spending nearly 90 minutes a day on the app and, crucially, the audience is Gen Z and younger.

Media companies have been telling themselves that your network or service has content people simply can’t find on YouTube or Facebook or Instagram.

But TikTok eviscerates most of those arguments, says Kafka: “It’s a direct competitor for video eyeballs; it’s more compelling than the stuff you’re programming; and, just like a slot machine, it promises viewers that there’s always another dopamine hit just a swipe away.”

Kafka thinks Big Media isn’t doing anything to counter TikTok’s threat because they don’t see the threat coming down the track. Instead, Big Media are treating TikTok as a social media platform by advertising on it or placing teaser clips to entice punters to go to the cinema or subscribe to an SVOD.

“Right now, TikTok really expects media companies to act just like its users — by giving it content it can use to entertain other users,” says Kafka. “Still, it’s not clear if the entertainment companies putting free content on TikTok are helping themselves or helping TikTok.”

An unnamed studio executive told Vox that TikTok is “incredibly effective” at driving awareness for a film — just like a TV ad or a billboard — but says TikTok users are very unlikely to see a clip for a film and then go purchase a ticket. “They just don’t leave,” he said.

On the other hand, Sylvia George, who runs performance marketing for AMC Networks, says TikTok has been a good tool to prompt viewers to sign up for the company’s streaming services, like Shudder or AMC+. “It hasn’t proven to be this tangible threat that is taking people away from our platforms,” she says. “In some ways it’s the opposite.”

Facebook and Google are now in the unusual position of playing catchup. They’ve introduced their own “TikTok clones” like Facebook and Instagram’s Reels and YouTube’s Shorts. Facebook is also changing its algorithm to take on the rival, Alex Heath reports at The Verge.

Yet TikTok’s ambitions are huge and growing: Where once could only place clips that ran for a few seconds on the service; now it’s up to 10 minutes. As the Wall Street Journal’s Dalvin Brown noted last year, TikTok is moving to the biggest screen in the home: to your connected TV set, where eyeballs are focused and where advertising supported video services are set to take off, Kafka calculates in a seperate article for Vox.

“If that works, it would compete even more directly with the streamers and networks,” Kafka says.

Perhaps the only solution for the established media companies wanting to curb TikTok’s might is to hope for intervention from the US government. TikTok is, after all, owned by a Chinese company.

Recall that the Trump administration attempted in 2020 to ban TikTok, or at least force it to sell to a US bidder. Kafka and others call this “ham-handed and transparently jingoistic,” but there are plenty of people who have concerns about TikTok’s presence in the US.

One argument focuses on the potential for abuse of private data. Buzzfeed’s Emily Baker-White reported that TikTok physically stores all data about its US users in the US, with backups in Singapore. This does mitigate some risks — the company says this data is not subject to Chinese law — but it does not address the fact that China-based employees can access the data.

Another argument, explained by Kafka in an episode of Vox’s Recode Media podcast, focuses on the fact that TikTok could be an enormously powerful propaganda tool, if the Chinese government wanted to use it for that reason.

An op-ed from last month in The New York Times was headlined “TikTok May Be More Dangerous Than It Looks.” It declared: “Donald Trump was right, and the Biden administration should finish what he started.”

 


Pop Culture and Video Consumption: This Time, It’s Personal

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A decade ago, viral videos meant everyone experienced digital culture in basically the same way, but now internet culture has become much more individualistic.

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“Internet culture has become pop culture and pop culture has become more individual,” finds YouTube in its “Culture & Trends Report 2022,” which is homing in on Gen Z (18- to 24-year-olds) online consumption habits.

Per the report, 55% of Gen Zers say they watch content that no one they know is personally interested in. This leads YouTube to conclude that many younger users are opting out of the watercooler discourse and gravitating instead to content that is personally relevant to them — “even when it is less connected with the perceived zeitgeist.”

In fact, 65% of Gen Z agrees that content that’s personally relevant to them is more important than the content many other people talk about.

Extrapolating across the data YouTube has identified, three specific types of creativity are at the core of this new, personally relevant pop culture: community creativity, multi-format creativity, and responsive creativity.

On the first, it appears that fandom is one of the most powerful forms of community — 61% of Gen Z respondents agree that they would describe themselves as a big or superfan of someone or something.

“Fan communities used to be a side effect of entertainment. Today they are central to the entertainment experience,” Kevin Allocca, global director of culture & trends at YouTube, says in the report.

How two people experience a trend may be entirely different and is one aspect of “multi-format creativity.” This phenomenon is not limited to any one medium or type of format: 59% of Gen Z say they use short form video apps to discover things before watching the longer video versions of the topic.

“We see this in the increasing interplay between short-form and long-form content on YouTube, which has led to the rise of multi-format creators, who can seamlessly move from one format to another,” Allocca comments. He references popular short-form creators like Lisa Nguyen, who has found success by also producing longer material. Vice versa, creators The Sorry Girls, who are known for their long-form videos, are also leaning towards the opposite format to reach new audiences.

In the bracket of “responsive creativity” falls content that helps younger folk relax. Some 83% of respondents say they’ve used YouTube to watch soothing content like ASMR, which is an increase from results of the same survey a year ago.

As a result, formats that play into these emotional needs — comfort creators, vibe content, and even counter intuitively horror themed content — will continue to evolve.

 


Have Streaming Platforms Reached Their Peak Subscription Numbers? Let’s Check.

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Although movie streaming was a clear winner of the pandemic, it’s now struggling to sustain its growth, according to a new report from marketing company GWI. Despite digital disruption, live TV isn’t going anywhere, and cord-cutting doesn’t necessarily mean ditching linear TV for streaming.

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“The latest entertainment trends,” a report compiled from surveys of 700,000 people aged 16 to 64 across 47 markets, also confirms TikTok as go-to place for short-form content and the fastest-growing social app across all age groups.

The report suggests we may have reached “peak subscription” for video services in the West at least, with the number saying they’ve paid for a movie or TV streamer starting to plateau.

“As the battle for eyeballs intensifies, subscription fatigue follows,” warns GWI.

The average number of streaming services consumers use has been steadily increasing since Q2 2017, until last year when it remained static at 2.7 services. In North America this figure goes as far as 3.8, while places like the Middle East and South Africa “are ripe with opportunity given internet users here are still only watching on an average of 1.8 services each month.”

Netflix is still leading the charts, with the platform having the most loyal user base and attracting the majority of those already paying for other platforms. For example, 75% of Amazon Prime subscribers outside China pay for Netflix, while only 40% of Netflix subscribers pay for Amazon. However, Disney+ is catching up fast. In fact, in Q4 2021 the platform managed to convert 83% of its users into paying subscribers, higher than both Netflix and Amazon Prime.

At the same time, more and more consumers are flocking to video-based social media apps like TikTok and Instagram to consume and create content.

Per the report, close to 80% of Gen Z TikTok users outside of China use the platform to find funny/ entertaining content, only dropping to 74% among baby boomers. It’s also the fastest-growing platform across all generations.

Short-form might be the preferred video content overall, but there’s strong demand for long-form too, particularly among Gen Z. YouTube leads the way when it comes to longer content, with 82% of Gen Z engaging with the platform in the past month. TikTok is hot on its heels, though, as it expands maximum video length to 10 minutes.

The Evolution of Traditional and Online TV

The pandemic accelerated online TV watching with consumers globally spending 1 hour and 26 minutes streaming movies on an average day in 2020, per GWI’s report. Since then, this growth has slowed and broadcast TV remains firmly ahead of online TV.

Globally, people are still spending an average of 25 minutes more watching traditional TV, with this gap being as large as one hour and three minutes in North America and one hour and 12 minutes in Europe. But the researcher warns that advertisers and marketers should be aware that online TV is progressively eating up a larger portion of the overall viewing time.

The gap between online and broadcast TV viewing is expected to “fully close” in the near future, largely being driven by younger generations. 2021 is the first year Gen Z was spending slightly more time watching online than linear TV (1h 28m vs 1h 27m).

APAC, with its younger internet population, will likely be the first region to close the gap. But it’s also the only region that saw streaming TV reverting back to its pre-pandemic levels (one hour and 29 minutes).

GWI data confirms a global decline in linear TV viewing since 2015, but at the same time the cord-cutting trend is stabilizing. In North America, there appears to be a link between cutting the cord and reducing linear TV watching. GWI finds that even though six million subscribers were lost between 2019 and 2021, this loss is set to decrease from now on.

Meanwhile, in Europe, time spent on broadcast TV is down 11 minutes while paying for TV channels is actually up 17% in the same timeframe. MEA is also one to watch; engagement with traditional TV here has been more or less stable, while there’s been a 23% increase in consumers paying for satellite TV.

Africa alone is projected to add 18 million paid TV subscribers by 2027, “meaning cord-cutting is unlikely to be a thing on the continent for a while, despite the rise of online TV.”

The majority of consumers globally continue to watch linear TV on a regular basis, with 88% saying they watch live TV each month.

The Battle for Gamers’ Attention

In Q2 2020, when the pandemic first hit, 87% of consumers said they play games on any device — this has steadily declined and now stands at 83%. It’s still a huge portion of consumers who play games though, and it’s been making “serious gains” among older consumers too. Per the report, pre-pandemic in Q4 2019, 56% of baby boomers said they play games via any device, climbing to 65% today.

The portion of women who play games has also increased (+5%), with almost as many women playing games as men — 85% vs. 81% — respectively “underpinning just how diverse the gaming audience is.”

Similarly, just over 40% of female gamers are now esports followers, which isn’t miles behind their male counterparts at 59%. Yet, on the competitive front, female esports players are left behind when it comes to earnings, as the industry struggles with stamping out sexism and creating an even-playing field that’s supportive and welcoming to all.

In North America and Latin America, mobile devices continue to pull in the most gamers, growing by 20% and 11% respectively since Q4 2019. Netflix clearly recognizes the potential of mobile gaming judging by its acquisition of Finnish firm company Next Games.

“With one eye firmly set on building out its gaming strategy, it’ll be one to watch as platforms find ways to stand out in an ever-cluttered space. It’s also another sign that gaming and other forms of entertainment are becoming increasingly blurred,” GWI says.

But Netflix should beware of TikTok: Gaming is one of the app’s top performing categories in 2021, “so it’s little wonder why it’s edging further into this space.”

Obligatory Metaverse Question

Consumer awareness of the metaverse was pretty split according to this research. More than half of consumers said they’re interested in participating in the metaverse, with considerable interest among those who didn’t know what it was — showing the anticipation people have regardless of awareness.

Gaming looks set to benefit from the metaverse, with many believing it’ll make online gaming more popular, make content creation easier, and improve the social aspect of gaming. This is something where services like Discord, TikTok, and Twitch come into play — spaces where users already value the sense of community and creativity they provide.

“The current conversation around the metaverse often raises more questions than answers,” says GWI, “but there’s one thing that’s pretty clear: it’s got a lot to live up to.”

 


Janusz Kamiński / West Side Story

British Cinematographer

The great Polish born American cinematographer has a seventh Oscar nomination for his nineteenth picture with Steven Spielberg and he is still striving for perfection. 

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You cannot understand Janusz KamiÅ„ski, his extensive relationship with Steven Spielberg nor their latest collaboration without appreciating the cinematographer’s “nostalgia for bleakness.” 

This is a deep-rooted philosophy of art and cinema as a political medium stemming from KamiÅ„ski’s background growing up under Soviet controlled Poland in the ‘60s and ‘70s. 

“We had a social realist genre of cinema where filmmakers learned how to use period drama to reflect contemporary issues,” he says. “We Poles learned how to read between the lines.” 

At that time, Poland was a nominally independent country run by the local communist party under the influence of the Soviet Union. 

“Poland was more liberal than other Eastern European countries because we had private ownership. Farmers owned plots of land, there was a form of entrepreneurship. Because Russian troops were stationed in places like Czechoslovakia, you’d see their presence everywhere, but Czech stores would be full of food. In Poland, the presence of the Soviets was less but we had more artistic freedom. So, art prevailed for the sake of commerce. An ideology which valued the artistic and intellectual value of a person over material possessions, was part of my growing up. It’s one reason that I make movies.” 

 

Classic Hollywood cinema – including the 1961 adaptation of West Side Story – was denied to East European audiences. They were, though, able to watch the American new wave cinema of the 1970s “which not just questioned and analysed the socio-political state of the United States (at that time) but also made very strong ideological statements that were inspirational to my generation. 

“Films like The Panic in Needle Park, Vanishing Point, Taxi Driver, Midnight Cowboy had violence, sex, and drugs, and showed America in a bleak decadent way. Those were accepted by the Polish censor which meant we could watch them and therefore became a tremendous inspiration for young Poles because we wanted to rebel. 

“I was a viewer then and those movies were why I wanted to come to America and why I want to question, evaluate, and inspire in my movies.” 

Mainstream releases he was permitted to see in Poland included Saturday Night Fever (“I was just puzzled”); Kubrick’s 2001 (“I was puzzled”) and Earthquake (the 1974 disaster movie which was “laughable”). 

KamiÅ„ski had not been exposed to this type of cinema. “I couldn’t identify with it. We lived in such an environment where bleakness was what we fell in love with.” 

Coming to America 

When Martial Law was imposed in 1981, 21-year-old KamiÅ„ski emigrated to America and “discovered the beauty of cinema as entertainment. It was a cinema that takes us to another level, a fantasy, larger than life. That did not exist in Poland.” 

He watched films to learn from greats like James Wong Howe (The Sweet Smell of Success), Stanley Cortez (The Night of the Hunter), Gregg Toland (Citizen Kane), and Bruce Surtees (Lenny) and how they used Giant Arc lights. 

“Imagine making Grapes of Wrath with 30-40 ASA and using Arc light as a candlelight – what a masterful way of making movies! Movies where you had 20-30 Arcs and each one has their own electrician, all controlled by the DP. Those are the movies I wanted to make. 

“That’s why we love working together, Steven and I. He has worked with guys like Douglas Slocombe BSC ASC (Indiana Jones) who come from a background in classic movie making. We have the ability to recreate the world of past cinematographers and West Side Story is the best example of that. 

 

“When you have 20-40 dancers moving through the frame, we want the whole thing to be sharp to appreciate the foreground, mid, and background all in focus. Our night exteriors are shot at 400 ASA at F 8 or 11. That requires a lot of light.” 

A climactic fight set in a salt shed with high windows, afforded KamiÅ„ski the opportunity to build an elaborate rig involving klieg lights mounted on cranes. The idea was to have a mix of headlights and brake lights shining through at intervals. 

“The ‘America’ sequence was shot over several days because we shot in different sections of the city. In terms of schedule that meant we’d set up in one location and shoot other scenes there on that day also, so when ‘America’ has to look like one continuous sequence I need consistency of light.   

“If you shoot at high noon when the light is horrible you can see, when you look at the movie, where the shadows are. Although we’re shooting at different times of day, I had to match light those locations to a late afternoon. It looked overlit on set, but with the aperture closed down it looks great on screen.” 

 

Colour on screen 

He credits the actors with how gorgeous the movie looks. “It’s because they are dancers. They are very precise with their movement – like a stuntperson – so we could be precise with the camera, travel with them or lead them and put lights in exact positions, knowing they will hit the mark. This liberates the camera.” 

The filmmakers’ homage to musicals is important. “Whether you like Broadway shows or not, you can’t fail to be impressed by the razzle and dazzle. Sure, you may not like the lyrics or the music, but you come out with a sense of spectacle. That was my blueprint. Not necessarily West Side Story, which I have not seen live, but other musicals. 

“Each time I go to New York I want to see a Broadway show because it is so visually stimulating. So, with West Side Story, there are certain expectations of the musical that we didn’t want to break from.”  

KamiÅ„ski’s understanding of colour – which he credits Vittorio Storaro ASC AIC (The Conformist) for – is on show in West Side Story

“He made us all aware of the reason colours exist. The power of colour. When you have that knowledge, you can tell a story with colour. Colour creates a three-dimensional sense of space.” 

Take Anita’s apartment. Spielberg, KamiÅ„ski, and production designer Adam Stockhausen conceived her as a seamstress who dyes and hangs fabrics across the room, that she will sew into dresses. 

“This yellow, orange, pink, and red motif repeats throughout the movie. With the fabrics draped over the room I could backlight them and create a bit of a mystery between the interaction of Maria and Tony. It means they can touch and kiss each other but nothing too obvious. With the flaring of the lens and back lighting I could create silhouettes, yet you see through the fabric and see their expressions. 

 

“With ‘America’ there are no tricks in terms of colour, but the scene is so colourful because of the wardrobe. The colours were saturated because I was pumping so much light onto the scene and since I was lighting frontally all those dresses were popping.” 

The stained glass in Anita’s apartment that divides the sewing room from the bedroom (plus a window in the door with colourful gels) is mirrored in a duet between Tony and Maria set in the Met Museum cloisters in downtown Manhattan.  

“That was Steven’s idea. We had to reshoot because I failed in terms of the colour palette and the light movement we got with the stained glass. I could see with my eye the colour changes but when we saw the film it was not as clear. We put extra gels into the glass window and developed a better technique to effect a slower change of colour as the scene progresses. Magenta, orange, some blue and red is the motif. 

“I also had a great gaffer Steve Ramsey, and key grip Mitch Lilian, and operators Mitch Dubin SOC and John “Buzz” Moyer SOC ACO - but the musical territory was new for all of us.”  

Dubin and Moyer won Camera Operator of the Year in Film at the SOC Awards and BSC Awards. 

 

Beneath the surface 

Disney’s $100m budget enabled epic storytelling, such as being able to shoot huge lit and dressed sets in 360-degrees. But for all the sheen the story’s political parable is not lost on KamiÅ„ski. 

“This is not social realism, but it has themes that resonate with an audience after 60 years. That’s why Steven decided to make this movie and it’s sad we even have to. We progressed until Trump and then regressed 30 years. America had grown through decades of political demonstration and social awareness until it became tolerant – on the surface at least – and then in four years Trump brought ugliness back into this country. 

“Our film reminds people of how necessary it is to be tolerant and respectful and to realise that those differences still exist perhaps even more so than before.”  

Film is how we make movies 

West Side Story was captured on Panaflex Millennium XL2 with variety of Panavision glass – C-Series, Panaflex Millennium, T-Series. KamiÅ„ski shot a mix of high speed, daylight, and medium speed emulsion 35mm (Kodak Vision3 250D 5207, Vision3 200T 5213, Vision3 500T 5219). 

“The chemical part is essential to what the movie looks like. I miss the ability to create that image because you can’t recreate that in digital. I’ve done tests. It’s a different animal.” 

He and Spielberg are staunch adherents to celluloid, with KamiÅ„ski in particular lamenting the loss of the skill of silver retention (bleach bypass). Learning the trade in the 1990s, he realised there was more to it than lighting, composition, filters, and lenses. 

“Film is how we make movies. We like the discipline, the rigour. I like the mystery of film, am I exposing the film well? Now, because of digital dailies, when I see a print, it will not resemble anything we are familiar with! Everything is geared toward digital post now. Plus no one really knows what a film looks like anymore. 

 

“I resent the whole philosophy of embracing digital media without giving any consideration to what it does to an artist who wants to tell the story through cinematography. We are being robbed. I don’t want to be part of the group that embraces digital.” 

Digital tech has improved, KamiÅ„ski admits, to the extent he finds it harder to know what was shot on film or sensor, but he says the damage has been done. 

“The artform has become neutralised. It’s not what it used to be when Bob Richardson was doing U-Turn, when Rodrigo Prieto shot Alexander, and [Newton] Tom Sigel was doing amazing stuff. 

“When Philippe Rousselot (Dangerous Liaisons) shot dark scenes, he knew what he was doing with China Balls. Now everyone shoots dark, and anybody could have shot it. Pictures are so murky you need to crank up the TV to see it. People think they are artists [by shooting dark] but they are not. They just don’t know how to light.” 

Mostly he misses the ability to craft with film, using cross processing or silver retention and seems resigned to its fate. 

“It was a great artistic tool.” 

KamiÅ„ski has made all of Spielberg’s movies since Schindler’s List and naturally counts that war story along with Saving Private Ryan (his dual Oscar winners) plus Lincoln among his favourites.  

He believes Munich to be underrated “the storytelling is so strong and it’s such a departure for him…it’s not a happy ending” and is proud of their work on AI, especially in terms of “cross process manipulation and using reversal stock. It was a very adventurous movie in terms of what I was doing in the lab.

 

“I can be critical of my work. I know when a movie I’ve done sucks visually. But you have to like your work also otherwise you’ll be miserable. You have to know when you’ve done mediocre work so the next time you’re confronted by the possibility of doing mediocre work you know how to improve it.” 

And here’s the final caveat: a hint that the pair will soon shoot digital themselves. 

“It’s not that we’re not willing to adapt. We’re already speaking about a project in the very near future with high definition.”