It’s the creative, stupid!

Kevin Spacey hat auf dem Fernsehfestival in Edinburgh eine so scharfzüngige wie unterhaltsame Rede gehalten, von der man nur hoffen kann, das sie von jedem, der in einem Fernsehsender etwas zu sagen hat, gesehen wird.

Wer nicht so viel Zeit hat, sich die ganze Rede anzusehen, die immerhin 46 Minuten lang ist, sollte ab Minute 21:40 hineinschauen, wo Spacey ans Eingemachte geht. Hier sind die besten Passagen daraus.

Zunächst beschreibt Spacey die Reaktion der Networks auf sein Projekt „House of Cards“ und kritisiert die vorherrschende Praxis des Pilotierens der US-Sender. Die Idee von Netflix, alle Folgen von „House of Cards“ auf einmal zu veröffentlichen, sei ein voller Erfolg gewesen:

„The audience wants the control. They want the freedom. If they want to binge […] let them binge. […] Through this new form of distribution we have demonstrated that we have learned the lesson, the music industry didn’t learn: Give people what they want, when they want it, in the form they want it in, at a reasonable price and they’ll more likely pay for it rather than steal it.“

Anschließend kommt Spacey direkt zur Gretchenfrage des Fernsehens und ruft eindringlich zu einem Wandel der Einstellung der Fernsehmanager zu den kreativen Talenten auf:

„We get what the audiences want: they want quality. We get what the talent wants: artistic freedom.  And the only way to protect talent and the quality of our work is to be innovative. We also get what the corporations want […]: They want to make money. And we need them to be profitable so that they can continue to fund high quality production. They want the highest possible audiences with the greatest impact. We get it. The challenge is: can we create an environment, where executives, who live in data and numbers, are emboldened and empowered to support our mission? To have an environment in that leadership will take risks, willing to experiment, be prepared to fail, aiming higher rather than playing it safe? […] We need to be better than the audience. We need to surprise, break boundaries and take viewers to new places. We need to give them better and better quality. We might not disrupt the status quo over night. But we can mould structures at the center of our businesses, because if we really, truly, put talent at the heart of everything we do, we might just be able to have greater highs across a broader spectrum of this industry.“

Anschließend beschreibt Spacey die Erfolgsgeschichte von „Breaking Bad“, das in den ersten Staffeln alles andere als berauschende Zuschauerzahlen erreicht hat und erst nach Veröffentlichung auf Netflix und cleverer Wiederholungsprogrammierung zu dem Hit wurde, der die Serie inzwischen ist.

Schließlich kommt Spacey auf das neue „Goldene Zeitalter“ des Fernsehens zu sprechen: es sei keine Frage mehr, dass das Fernsehen mit Serien wie den „Sopranos“ bis hin zu „Mad Men“ heute das Kino an erzählerischer Qualität in den Schatten stellt. Er prophezeit, dass die Studios und das Kino dem Untergang geweiht sind, wenn sie nicht auf die wachsende Komplexität im Storytelling reagieren und erklärt die Unterschiede zwischen Kino- und Fernsehfilm oder Serie für überholt, weil das Publikum diese Unterscheidung auch nicht mehr vornimmt.

Schließlich wendet sich Spacey noch gegen den Nihilismus des „Nobody knows anything“:

„We do know how this works and it’s always been about empowering artists. […] We know what works. The only thing we don’t know is, why is it so difficult to find executives with the fortitude, the wisdom and the balls to do it?“

Schließlich kommt Spacey zu einem flammenden Aufruf:

„To an unheard of degree, we are finally free from that whory old shadow cast over television since its inception: the shadow of ratings. Not one of us in this room will ever see a 30-share in his lifetime and that’s a wonderful, freeing thing! Netflix did it right and focused on the things that have replaced the dumb, raw numbers of the Nielsen world: they embraced targeted marketing and brand as a virtue higher than ratings. And the audience has spoken: they want stories! They are dying for them. They are rooting for us to give them the right thing. And they will talk about it, binge on it, carry it with them on the bus and to the hairdresser, force it on their friends, tweet, blog, facebook, make fanpages, silly gifs and god knows what else about it. Engage with it, with a passion and intimacy that a blockbuster movie could only dream of. And all we have to do is give it to them. The price fruit is right there, shinier and juicier than its ever been before. So it will be all the more shame on each and every one of us, if we don’t reach out and seize it.“

Hier ist die ganze Rede:

78 thoughts on “It’s the creative, stupid!

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  62. Definetly work on your wording, as well, it is unclear exactly who your audience is. I see your saying society shouldn’t use nuclear power plants, but society in general is a very broad spectrum of places and people. You need to be more specific. Who exactly are you talking to?

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