<\/p>\n
\n\tEditor\u2019s note:<\/em>\u00a0<\/strong>Martin Moskowicz is well known to many in the industry attending\u00a0Berlin<\/a>\u2018s EFM<\/a>. An ever-present at major festivals and markets for close to 50 years, he is best known for his decades steering German production and distribution giant Constantin, producer of the\u00a0<\/em>Resident Evil\u00a0franchise. In 2024, Moskowicz moved on from his role as CEO and is now producing. In an exclusive\u00a0guest column<\/a>\u00a0for Deadline, the respected industry vet gives his take on the current entertainment market. It\u2019s a market that some in the indie film space are concerned about due to shifts in the global business. Here\u2019s Moskowicz\u2019s take on the current landscape.<\/em><\/p>\n \n\tFor the past two years, we\u2019ve all been talking about \u201cthe downturn\u201d: fewer greenlights, tighter streamer mandates, ad pressure, box office volatility. But I don\u2019t think the business is simply \u201cdown.\u201d I think it\u2019s doing something more fundamental: it\u2019s repricing attention.<\/p>\n \n\tThe shift is pretty straightforward: we\u2019re moving from an IP-led market to an attention-led one. That one sentence explains a lot of the current noise\u2014and where the next upside will come from.<\/p>\n \n\tAcross major markets, digital now takes the majority of entertainment time\u2014and it keeps rising. But monetisation hasn\u2019t followed in a straight line. Some \u201cold world\u201d formats still over-deliver economically relative to the time people spend on them.<\/p>\n \n\tThat mismatch is basically the story of this moment: audiences changed behavior faster than business models changed efficiency.<\/p>\n \n\tWe all know reach can be misleading. What matters is intent\u2014how much the audience actually cares. In plain terms: background viewing doesn\u2019t monetise. Emotional investment does.<\/p>\n \n\tIn the classic model, you secure rights, package talent, sell to distribution, and monetise through windows.<\/p>\n \n\tIn the emerging model, the order increasingly flips: build the audience relationship first, then monetise it across formats. That\u2019s the difference between \u201ca title\u201d and a repeatable engine with community and real leverage. And if you don\u2019t own any part of the fan relationship, you\u2019re effectively renting it from platforms\u2014and rents can change overnight.<\/p>\n \n\tOne of the most important realities right now is how uneven monetisation is by format. Average revenue per hour varies massively, with live experiences and theatrical sitting dramatically higher than broad digital consumption.<\/p>\n \n\tThat\u2019s why digital-native talent often behaves like a mini-studio: use low-monetisation channels for discovery and trust, then convert into higher-monetisation businesses\u2014 events, commerce, premium, licensing. Many full-time creators now run six or more revenue streams across multiple formats.<\/p>\n \n\tThis is where I think traditional film and TV has to adapt fastest: the project can\u2019t just be \u201ccontent.\u201d It has to be an ecosystem.<\/p>\n \n\tIf you want case studies for \u201cattention-led,\u201d multi-format monetisation done right, look to parts of Eastern Asia. Whether it\u2019s BTS scaling fandom into live, merchandise, brand partnerships and platform leverage, Pok\u00e9mon (and Nintendo more broadly) turning characters and worlds into decades-long, cross-medium businesses, WEBTOON industrialising a pipeline from digital readership into screen adaptations, or Squid Game<\/em> proving how fast a cultural moment can become a global consumer phenomenon\u2014the pattern is consistent: build obsession, then monetise across touch points.<\/p>\n \n\tWe should study that playbook more seriously: not to copy aesthetics, but to learn the operational discipline\u2014community management, cadence, commerce integration, and format agility.<\/p>\n \n\tAnother uncomfortable truth: heavy viewing and heavy spending often don\u2019t overlap. Only a small slice of users are both top consumers and top spenders\u2014so scale alone won\u2019t save you.<\/p>\n \n\tThe smarter question is: who is the super-fan, and what are they willing to pay for? If you can answer that, a smaller audience can out-earn a big indifferent one.<\/p>\n \n\tWe\u2019re watching discovery and transaction collapse into one funnel. Social commerce is surging, and platforms are building creator monetisation into real-world merchandising. Whether you love that or hate it, the behavior change is real: audiences increasingly want to go from \u201cI like this\u201d to \u201cI\u2019m buying this\u201d without leaving the moment.<\/p>\n \n\tWe should stop describing the moment as a generic contraction and start describing it as a reallocation of value:<\/p>\n \n\t\u00b7 Attention is the new de-risking tool. If something already commands focused engagement, it\u2019s easier to finance and scale.<\/p>\n \n\t\u00b7 \u201cIP value\u201d is changing. Rights still matter, but so do community, portability, and data ownership.<\/p>\n \n\t\u00b7 The best packages will look different. Not just script + cast + director, but also: audience pathway, distribution pathway, and multi-format monetisation logic.<\/p>\n \n\tI don\u2019t believe the industry has lost its appetite for stories. I think it\u2019s gotten more honest about what a story needs today to become a business: earned attention, retained attention, and a clear plan to monetise across mediums\u2014and there are already global examples showing how efficiently that can be done.<\/p>\n<\/div>\n \u2018 The preceding article may include information circulated by third parties \u2019 <\/em><\/p>\n \u2018 Some details of this article were extracted from the following source deadline.com \u2019 <\/em><\/p>\n","protected":false},"excerpt":{"rendered":" Editor\u2019s note:\u00a0Martin Moskowicz is well known to many in the industry attending\u00a0Berlin\u2018s EFM. An ever-present at major festivals and markets for close to 50 years, he is best known for his decades steering German production and distribution giant Constantin, producer of the\u00a0Resident Evil\u00a0franchise. In 2024, Moskowicz moved on from his role as CEO and is […]<\/p>\n","protected":false},"author":2,"featured_media":2281949,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_jetpack_memberships_contains_paid_content":false,"jnews-multi-image_gallery":[],"jnews_single_post":[],"jnews_primary_category":[],"jnews_social_meta":[],"footnotes":""},"categories":[25172],"tags":[351105,434137,442058],"class_list":["post-2281948","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-entertainment","tag-berlin","tag-efm","tag-martin-moszkowicz"],"jetpack_featured_media_url":"https:\/\/celebrity.land\/en\/wp-content\/uploads\/2026\/02\/Martin-Moszkowicz-The-Market-Is-Repricing-Attention.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2281948","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/comments?post=2281948"}],"version-history":[{"count":1,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2281948\/revisions"}],"predecessor-version":[{"id":2281950,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2281948\/revisions\/2281950"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media\/2281949"}],"wp:attachment":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media?parent=2281948"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/categories?post=2281948"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/tags?post=2281948"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}