Liz Bales: True value of video

IT’S 117 years since the first film was screened to the paying public. It was black and white, silent and just over a minute long. Remarkable, even by today’s standards.

But for an audience who’d never seen a moving image on screen before, it was a jaw-dropping moment worth paying for. The money the cinema took on that day in 1895 would mark a whole new era in entertainment. It was the first link in a chain of reinvestment and re-invention that would take us on a rollercoaster of emotions for the next 11 decades.

Fast forward to today and things have moved on beyond all recognition. The film, TV and video industry has introduced a series of innovations to keep us on the edge of our seats. In the 1920s, Technicolor breathed life into Dorothy’s rainbow. In the 1970s, we took Spielberg’s killer shark home with us, thanks to VHS. In the 1990s CGI made us weep about talking toys. In 2009 Avatar helped bring 3D cinema to the mainstream, while today 3D Blu-ray lets us enjoy that cinema feeling in our own homes.

This continued innovation is one of the reasons audiences keep coming back for more. But it wouldn’t be possible without the contribution we each make when we buy a cinema ticket, Blu-ray disc, DVD or a digital stream or download. This helps to fund future filmmaking and the creation of more compelling TV and movie moments for us all to enjoy.

Just like the lipstick effect, where in challenging economic times people are said to substitute large extravagances for small treats, film is thankfully an affordable luxury. For an hour or two it transports us out of our cinema seat, armchair or even train carriage and into another reality – and all for the cost of a few pints (without the hangover afterwards). That’s incredible value for money.

Another reason film, TV and video entertainment continues to be popular is its accessibility. Trips to the cinema, DVDs or Blu-ray discs remain the nation’s favourite ways to watch, but there’s an increasing demand for entertainment on the go too.

With the growth of the internet and connected devices, we’ve seen a significant rise in the number of people looking to access film, TV and video on smartphones or handhelds.

New official services have risen up to meet this demand and there are now more than 40 companies which offer content that can be streamed or downloaded to connected devices through the internet or TV-based platforms, enabling consumers to connect with the immersive experience of film both at home and on the move.

In the last year alone, for example, we’ve seen a whole host of new film, video and TV apps for tablet devices enter the market, from Blinkbox to Crackle as well as official TV catch-up services such as iPlayer.

However, there are also many sites that host or link to illegal copies of films and television programmes online so there’s an important role to be played in helping to guide the public to official services.

My organisation, the Industry Trust for IP Awareness, works to promote the value of film, TV and video, and point people to where they can enjoy it legitimately. Our current campaign, Moments Worth Paying For, celebrates the emotional impact of great film and TV moments and directs viewers to FindAnyFilm.com, a website where people can locate legitimate films across all formats.

Today, film fans enjoy more ways to watch than ever before and the film, TV and video industry continues to push boundaries to bring audiences ever greater choice and the best possible viewing experience, whether on a big or small screen.

In return, the paying public plays a vital supporting role – just as it did back in 1895. In some ways it feels like we’re light years away from that first black- and-white moving picture. But one principle has stayed the same. When we pay for great film moments, we get millions more moments worth paying for.

• Liz Bales is the director general of the Industry Trust for IP Awareness.