Case Study: Maven Helps AtomFilms Reach Net-Savvy Cinema Buffs

The Solution
Today, AtomFilms is using the Maven Media System to deliver a free, advertising-supported film service—Atom Films Hi-Def—that offers movie fans an exceptional viewing experience and advertisers a branding medium that rivals television. The Media System includes Maven Producer, a production and media management suite for creating and publishing; Maven Media Server, an integrated media delivery and enterprise business system; Maven Client, the interactive player for the end user; and Maven Metrics, real-time analytics for customizable reporting.

Each week, AtomFilms Hi-Def users automatically receive three films, which are delivered using idle bandwidth and are viewable at the user's convenience. The branded interface and navigation system ensures that users receive a familiar, yet markedly different and more engaging film experience than those offered by traditionally streamed video solutions.

In order to provide the best end-user experience, the films are provided with a combination of streaming and progressive download. The initial portion of the video is streamed so that the viewer has immediate gratification, while the rest of the video is progressively downloaded in the background. By the time the user reaches the end of the streaming portion, the rest of the video is ready to go. The complete video then lives on the consumer’s desktop and is viewable until the license expires two weeks after the initial download.

Since the films are delivered in Microsoft’s WMV HD in 720p resolution, users need Windows XP, 2000, ME, or 98 Second Edition—as well as Windows Media Player 7.1 or higher, DirectX 7 or higher, Macromedia Flash 6, and at least 1GB free space on their hard drive. (Additional system requirements are available on AtomFilms’ Web site.)

AtomFilms Hi-Def users also have the option to receive two additional films each month that are viewable at almost three times the resolution of DVD video. These HDTV-quality films offer a stunning visual experience to users with high-end Windows XP-based machines and mark the first time that "true high-definition" movies are available online.

AtomFilms founder Mika Salmi says, "With this service, we are now able to screen our best films as they were meant to be seen and support it through advertising that provides major brand marketers with a real alternative to television advertising."

The Deciding Factors
- Superior User Experiences. As a leading distributor of short films and animations, AtomFilms is focused on the playback quality of its inventory of films. With the Maven Media System, AtomFilms has achieved a dramatic leap forward in the visual quality of its offerings.
- Advertising that Rivals Television. Supported by major brand advertising, each Hi-Def film can be preceded by a 15-second advertising spot that delivers TV-style advertisements even better than television does. This includes detailed usage tracking, real-time reporting, and the elimination of ad-skipping or channel-changing.
- Background Delivery. After registering, users do not have to seek out new content. On a weekly basis, the Maven Media System automatically delivers new, digitally protected films to users who have signed up for the service.
- Business Framework. By extending popular media player capabilities with critical business services, such as advertising management, metrics, targeting, scheduling, and billing management, the Maven Media System provides the framework AtomFilms needs to generate new sources of revenue where none existed before.

AtomFilms claims its Hi-Def users are spending 16 minutes per session and that users return to the service 11.5 times a month, watch 16 films, and view an equal number of 15-second ad spots in their entirety. To date, more than 16% of these users have shared their experience with family and friends, according to the company.