Joss Whedon and Dr. Horrible and Internet Content Monetization (Oh My!)

Joss Whedon's Plan to Monetize Internet Content (Watch Out, Hollywood) - a couple of excerpts (it's a long article/interview):

We are now in such a homogenized, globalized, monopolized entertainment system where studios are swallowing all independent producers and productions. And they're swallowing each other. Eventually there will just be Gap films and McDonald's films. And that will be it.

The worst thing that's happened in this community is the death of the independent television producer. We have to make sure that that doesn't happen on what is, right now, a public forum, and not a privately owned forum.

Especially with the economic disaster that the last bunch of presidents has left us with, independent film production is shutting down. The film and television industry is finding itself in the position the music industry found itself in [a few years ago]. The difference is they have a chance not to do what the music industry did, which was to ossify and to basically lock themselves in their fortress until they ran out of food.

And...

The fact of the matter is, if somebody has a story to tell there is no reason at all that they should not be telling it. The quality of the material that exists -- I'm talking about the physical [equipment] like the cameras -- [allows you to do] things that could not be done when I was a kid for almost nothing.

People aren't going to the Internet to look for IMAX [large screen movies]. They're going to look for things that shock and delight and surprise and upset and all that good stuff. They're going for the most basic story.

A lot of people sit around and go, "How can I get this made?" The only answer is: By making it. By borrowing someone's camera. By buying a camera. They come cheap and they work well. And if you know where to point them -- and the person that you point them at is saying something interesting -- that's it! That's how it works.