what-happened-to-machinima

What happened to Machinima?

Machinima, a portmanteau of machine and cinema, was an American online entertainment network founded by Hugh Hancock in 2000. 

The network started as a hub for machinima, a process that involved the use of real-time computer graphics engines to create cinematic animations.

Over time, Machinima branched out into film, comic books, video game culture, and technology content, in addition to articles that promoted machinima as an art form.

Machinima launched a YouTube channel in 2006, where it worked with animators to create cinematic videos for release under its own brand.

However, the channelwhich had amassed 12.6 million subscribers – was abruptly shut down in early 2019, with all videos made private.

Machinima itself then ceased operations in February, with 81 employees losing their jobs.

Hiring practices

In early 2013, it was reported that Machinima was forcing its creators into life contracts that they could not break.

The contracts, which many creators did not read or even understand, stipulated that Machinima would own the rights to whatever content the creator produced for the rest of their lives. 

Many also claim that Machinima promised them a share of YouTube advertising revenue and never delivered. In truth, however, many of these games could not be monetized because they were based on copyrighted material.

The unfavorable contracts caused bad press, which meant new creators avoided Machinima at all costs.

Revenue decreased over time, exacerbated by YouTube favoring individual creators over content networks regarding advertising revenue and exposure.

Acquisitions

Warner Digital Networks acquired Machinima in 2016 in a deal worth just under $100 million.

Warner Digital Networks was acquired by AT&T two years later.

In December 2018, AT&T announced that Machinima would be incorporated into Otter Media, a digital media company and division of WarnerMedia.

Machinima then faded into obscurity as it was absorbed into Fullscreen, another subsidiary of WarnerMedia that offers tools and services to brands and content creators.

At the time, Otter Media announced it would work with what was left of the Machinima team to create new content for distribution over multiple channels shortly.

However, many were confused as to why the YouTube channel was shut down if the content was to be redistributed.

Corporate churn

Some also believe that Machinima was the victim of corporate churn, with the various corporations involved with the platform not understanding the purpose of a multi-channel network or how popular it was with creators.

While Machinima was not immensely profitable, it was noted that AT&T had shut down popular movie streaming service FilmStruck under similar circumstances because it was not reporting Netflix-sized revenue.

Key takeaways:

  • Machinima, a portmanteau of machine and cinema, was an American online entertainment network founded by Hugh Hancock in 2000.  The network started as a hub for using real-time computer graphics engines to create cinematic animations.
  • Machinima forced its creators into life contracts that enabled them to use their content perpetually. These contracts, combined with failed promises to deliver advertising revenue, caused many content creators to avoid the platform.
  • Warner Digital Networks acquired Machinima in 2016, which was acquired by AT&T two years later. Machinima then faded into obscurity under various subsidiaries, with many believing the network was a victim of corporate churn.

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