MUMBAI: The Cannes Lion Award is organised each year to hold a gathering of over 11,000 members of the global creative communications where each one is awed, inspired and educated with the latest upcoming trends engulfing the industry. At the 2013 awards on June 17, Yahoo flexed its muscle by conducting the seminar- The New World of Online Content- Appealing to the Habits of Today‘s Consumer. Hollywood‘s Kung Fu Panda, Jack Black took the stage too for Yahoo expressing his views on online content.
Black discussed that although online content is spreading across virally the stance of big screen studios is here to stay for a long time. "According to Spielberg, the studios are going to be extinct in about three years. I don‘t think that is entirely true, because there‘s always going to space for large screens. People like to get together in a communal way and watch something together on a gigantic screen and get lost in that," Black states.
Speaking about his own internet‘s influence on his lifestyle, Black says, "My world has got so internet communicative. It‘s all about emails. I click on a link that someone sends me and I am watching a video that will lead to another video and get sucked down into wormholes. But these are very entertaining and informative."
Sharing his views on online content, Black a master of comedy himself preferred the online content to be hilarious and trimmed down. "You don‘t really want to go too long. I found that 10 minutes is the optimal link. You throw in some good music with the comedy and it works."
Black also appreciated Yahoo‘s creative move in the industry which was portrayed through the seminar. "Yahoo is an artist friendly site and they are going to do a lot more creative things on their site in future. They are going to be very competitive in their game. A lot of different internet organisations are throwing their hat on their ring like Netflix and Google all vying for that new real estate of entertainment delivery. And Yahoo is saying Hey! We are flexing our muscle a little bit too."
"I don‘t think that online content is killing the Hollywood‘s leading man. There‘s going to be lots of Hollywood leading men on the line. That‘s just human nature, to go and look for the prettiest man and put him on camera, whether be it an iphone screen or a giant movie screen, because the world is tilted that way. It‘s not fair, but it‘s in the DNA," he adds.
"People do want more control and they like the control and the choices they have watching on their iphones, on their laptops, at least I do. I don‘t go into making videos on the internet with the goal of making this viral, I don‘t even know, how you anticipate something like that. You just make something that is hilarious and you keep it tight. You trim the fat and keep it short. Today I think they found out that," Black ends.
