Changes in today’s marketplace have forced many businesses into some form of a remote work model. Those companies able to successfully pivot are now finding the remote work has allowed them to cut costs at a time when declining revenues are the norm. Companies with large workforces and infrastructure have a lot of work to do to streamline operations and adjust to the “New Normal.” Conversely, smaller companies - particularly recent startups have learned to operate, hire, and sell remotely, effectively helping their bottom line, with no adjustment or integration period needed.
One of these startups is Stream MOWii (stylized StreamMOWii, or MOWii). They have created the app StreamMOWii, which is a digital, video-streaming platform designed to aggregate independent feature films, shorts, documentaries, and TV programming into the cloud and then allow monthly subscribers to stream this content.
StreamMOWii was created by independent filmmakers to help other independent filmmakers "Make their Own Way" in two critical areas: distribution and monetization. The name “MOWii” is derived from the movie industry term “MOW,” an acronym for “Make Own Way.” When a film goes into production, its directors, producers, actors, and crew members must all assemble “on location,” the site where a particular scene is being shot. The production company will cover the costs of those with enough clout. For everyone else, they are considered “MOW” and must find their own way.
The StreamMOWii app is the centerpiece for building a worldwide community where independent filmmakers can present their films and fans can financially support these filmmakers by subscribing to the app. In turn, the app allows MOWii to share 80 percent of net subscription revenue with filmmakers. Simply put, MOWii brings together independent filmmakers and their fans.
I had the opportunity to sit down and speak with the co-founders and co-owners of MOWii, Ray Rudy and Steve Carson, about launching their company in the era of the “New Normal.” Ray Rudy, CEO, has worked on both television sets and motion pictures as Producer and Director.
Steve Carson, President, has been a documentary filmmaker, a color grader for a variety of on-screen projects, as well as spending 27 years in the business world, specializing in investment banking and mergers & acquisitions of financial institutions.
How was the idea for MOWii born?
STEVE: Ray sent me (Steve) a text on April 12, 2020 wanting to resurrect an idea from several years ago that got no traction from the production company at which we both used to work. The idea was to create an app that would stream movies from independent filmmakers; a mini Netflix targeted at the indie film community. When Ray sent that text, we were in the beginning days of people having to work from home and I was thinking that the traditional ways of doing business were about to change forever. People could no longer interact face to face. It was hard to "sell" products from a business point of view and hard to “buy” products from a consumer point of view. Everything had to be done remotely via the internet (think zoom conferencing and Amazon purchasing).
As I was contemplating what industries would most likely survive and indeed thrive in the "new normal," it became apparent that the product had to have three essential characteristics: (i) it must be sold/purchased via the internet; (ii) it must consumed or used at home; and, the relative cost must be low. Similarly, the company selling the product: (i) could not be traditional and require workers to be at a company facility; (ii) must be digital/virtual with the people working remotely; and, (iii) ideally the product must be digital so it can be delivered over the internet.
Ray's timing couldn’t have been better. The idea filled all of the boxes:
. A company that was digital/virtual;
. The ability for employees to work from anywhere;
. A digital product (vs. a physical one);
. A product that entertains everyone in their home; and,
. A budget-friendly ($2.99 per month) product everybody can afford.
And that is how the idea behind StreamMOWii was launched.
Where do you draw the line between the essence of a company and its business strategy?
Steve: We don't. We view the essence or core values of a company and its business strategy to be congruent (or as Webster defines it - superposable so as to be coincident throughout).
When it comes to building a new business or product, what do you consider the key characteristics of a strong and inspiring vision?
STEVE: At MOWii, we define the key characteristics of our vision to be those of our values:
1. Collaboration - We believe creative people instinctively want to work together to achieve something meaningful;
2. Respect - we appreciate the hard work of all independent filmmakers and the financial support of fans; and,
3. Sharing Success - 80 percent of net revenues from subscriptions are given to independent filmmakers.
In light of that example, what are your thoughts on striking the right balance between data and gut feeling when evaluating the viability of business ideas?
STEVE: First let's define gut feeling. To me, gut feeling is that inner knowingness that comes from clearing one’s mind of chatter, practicing in being in touch with one's own inner self/truth and listening to that inner voice without preconceived conclusions. For me, all of my major life changing decisions were made relatively quickly with an inner peace or knowingness and no second guessing. In my opinion, the really truly great business ideas had the absolute conviction of a forward thinker with very little supporting data. The names DaVinci, Tesla, Ford, and Jobs come to mind.
With theaters across the world closed or closing down. Is streaming a trend? And if so, how do you think this trend will play out? Does it mean that the days of pure distributors are numbered?
RAY: I don’t think it’s a trend. I believe streaming is just another media form for the consumer to get the content they want. Do I think movie theaters are going away for good?… Probably not. But we do live in a society now where consumers want their entertainment right away. And streaming can offer that. Also “Hollywood” is known for recycling the same stories over and over with interchangeable characters. And the consumer sees this. Consumers just want to watch something new and entertaining. And a lot of these unique stories come from indie filmmakers. MOWii is here to help those films be seen by larger audiences.
STEVE: History has many examples of industries that have failed or closed down because they did not understand how things change. The classic example of the buggy whip manufacturer comes to mind - they did not understand how someone could get around in a horse drawn buggy without a whip for the horse. They did not fully appreciate how the automobile would change the future of transportation. I remember in 1993 I was upgrading my company's computer system and I questioned my computer consultant's insistence that my dial up modem was inadequate and that I needed to set up email accounts for all of my employees. Clearly the future was about to give me a big bite of the reality sandwich.
Across many industries, there has been and continues to be a trend of pushing everything down to the consumer. Self-serve gas stations and self-serve checkout lines in the stores come to mind. In business they call it democratization - where users of products and services (both firms and individual consumers) are increasingly able to innovate for themselves. In the film industry, democratization is the result of innovations in technology and the associated reduction in pricing. Movies that used to be the exclusive realm of the large Hollywood production companies are now being shot on the iPhone. In my specialty of color grading, 20 years ago a color grading suite would cost $500,000 and could only be afforded by the large production companies. Today, a high-end laptop and calibrated monitor in one's extra bedroom will theoretically allow one to color grade a feature film.
Watching feature films is no longer the exclusive purview of Hollywood producers, Hollywood distributors and national movie theater chains. The price of a "home theater" has never been more affordable. The major sports leagues and their franchises are painfully aware of the trend of staying home to watch the game. Once again, democratization, technical innovation and decreasing consumer prices will permanently change film distribution and viewing habits.
MOWii is strategically in the right position to deliver quality independent films to the fan from any location with any device and an internet connection.
What do you think of other streaming services like Netflix and Hulu pushing into the production of original content?
STEVE: I wish them well. For every Mercedes, Bentley, Rolls Royce and Lamborghini, there are millions of Fords, Chryslers, Chevys, Hondas and Toyotas. In today's market, people want a good honest product at a fair price. So let's support our local independent filmmaker for just $2.99 per month.
Do you see MOWii one day coming out with original content?
RAY: As streaming services that shift their focus to original content, their content libraries usually tend to shrink — take Netflix for example. Its library has shrunk dramatically once it moved into creating originals. Eventually MOWii will have original content. But that’s not our current focus. Our current focus is to be that streaming platform that showcases great independent Filmmakers that usually don’t get the viewership they deserve. So in a way MOWii does have original content just not in the traditional way.
Steve: Only in the context of helping the independent filmmaker get production financing.
Putting Together The Team
As with all startups, the business is nothing if you don’t have an outstanding team to help you put your ideas into action. While entrepreneurs may have big dreams, it is ultimately their team that helps put the founders’ vision into action, and thereby playing a crucial role in turning that vision into a reality. How well and how soon founders are able to progress and achieve milestones is dependent on the skills of their team – from those employees’ knowledge and competence, to their attitude and aptitude. For MOWii, these key, creative executives include Mayela Leang and Robert Baëk. Mayela, who oversees the brand strategy, communication, and marketing, spent the past 15 years focused on client partnerships, helping high-profile companies define and connect to their target audiences, creating and transforming brand communication strategies via storytelling and collaborating with show brand integration teams for various companies in the entertainment industry.
Robert Baëk, a Hollywood native and multi-award-winning and nominated creative producer, oversees the visual branding and business development side for the company. Robert has more than 17 years of design, strategy, branding, IP development, entertainment marketing, and filmmaking experience, and knows how to expertly and effectively market, design, and produce products that emotionally connect with universal audiences.
What interested you in becoming a part of MOWii?
MAYELA: With the digital disruption to the entertainment industry being accelerated by current events, we are now at a point where we’re beginning to see a power shift from Hollywood studio executives to Silicon Valley CEOs. Heads of movie studios have historically held greenlighting power on the movies and shows we watched that shaped our culture. Now, tech companies are deciding what movies and shows get made, and I think sometimes prioritizing quality art and entertainment takes a backseat to other questions that need to be asked during the greenlighting process. Questions such as: Does it affect our other business lines? What will be the impact on our international expansion plans? Is this movie or series going to invite regulation? And this is why now more than ever platforms like MOWii are so important to the integrity of artistic freedom of expression. We have always looked to artists and storytellers to challenge our thinking, shatter prevailing orthodoxies, reframe moral perspectives, and push the boundaries of accepted norms. MOWii, as an independent streaming service, values maintaining this artistic freedom, for its content creators, and for the fans who support those creators. It's a community-driven platform where filmmakers can showcase their stories without the fear of “denting the brand.”
ROBERT: When Ray approached me about MOWii and expressed how much the platform will help independent filmmakers with; distribution, monetization, and film audience reach, I felt it was such an appropriate in-need solution, and love the notion that we can help build a tool (the StreamMOWii platform) to connect filmmakers to audiences that love and support independent filmmaking and filmmakers. What I look forward to is the MOWii community aspect of the platform. As the MOWii Community grows, so will the insights and data to help provide valuable experiences.
What’s next?
To ensure that StreamMOWii can optimally serve its subscribers and community of independent filmmakers with a streamlined and smooth user experience, they will be conducting a 90-day beta test before their official 2021 launch this summer. Within the three-month soft launch, independent filmmakers will have the opportunity to upload their films and share detailed feedback on the efficacy of the platform, as well as help shape it for the future. For more information or if you’d like to participate as an early beta tester, visit streammowii.com/newsletter.
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