Dan Berwick, one of the most influential thinkers in healthcare, is fond of telling the story of Wag Dodge, the commander of a Montana firefighters parachute brigade:
In 1949, Dodge and his men land a jump too close to the edge of an unexpectedly fast-spreading forest fire. With the blaze bearing down, the crew makes a run for a hill nearby, hoping to clear its 76% grade, getting over the crest before the fire engulfs them.
Dodge, however, realizes they aren’t going to make it. So, thinking quickly and way outside the box, he pulls matches out of his pocket and sets the tall grass ahead of him on fire. The small new blaze quickly spreads and dies out, and Dodge steps into the middle of the burned out clearing, lays down, and calls for his men to join him.
Obviously, the men think he’s nuts, and keep running. All but two of them die in the fire.
Dodge, on the other hand, survives unharmed. He’s unwittingly invented the escape fire, now an industry standard in wildfire fights.
Most people, when asked, are sure they’d have joined Dodge in that burnt clearing. But, with the heat of the flames on our backs, I suspect we would all have had an awfully hard time evaluating such an unusual new idea. Instead, we’d panic and run, unwilling and unable to think through something that just might save our lives.
Which, essentially, is what my movie industry colleagues are doing today. Studio execs are scrambling for the crest, terrified to death of the blaze of digital technologies and innovative thinking that’s changing the film industry and threatening companies’ core businesses.
But, as you readers doubtless know, it’s far too late. We movie folks can’t put out a fire so readily embraced by our customers. We can’t even make it safely past some legislative crest. Instead, we have to use that same fire ourselves. Only by leveraging technology, by tearing down the assumptions about how the movie business works, about how movies make money, and starting from scratch, does a film company have any chance of making it through.
So, to that end, and as a fitting start at the beginning of 2005, I give you the official launch of Long Tail Releasing, Cyan Pictures’ new distribution arm. Our first film, This is Not a Film, will be released later this month. And I give you the official re-launch of Cyan itself (with corresponding new site), as we ever more tightly hone in on what sort of films we’re trying to make, and how we’re trying to make them.
Stay tuned. This should be good.