Ryan Kavanaugh, the entrepreneur behind Relativity Media, has once again demonstrated his ability to challenge and reshape the entertainment industry. With the launch of GENTV and its debut short film Skillhouse, Kavanaugh is not only working on setting new standards for content creation, but also aiming to innovate film financing. Within just 48 hours, Skillhouse shattered streaming records, amassing over 6 million views and an average watch time of over 9 minutes. Could this success signal yet another paradigm shift in the film business?
GENTV’s strategy is simple yet innovative. By harnessing the massive followings of influencers, GENTV has created a new way to engage audiences and deliver content. This innovative approach was fully realized with the release of Skillhouse, a film that intertwines horror with social media culture. Featuring influencers like 50 Cent and Bryce Hall, the film has drawn millions of viewers in record time. Skill House, an original idea by Kavanaugh starring social media mega-star Bryce Hall and 50 cent and produced by 50 cent, is set in a world where the ten top influencers are kidnapped and forced into a deadly social media showdown, where the stakes are life and death. As the world votes and watches, each round’s loser faces a masked killer known as the ‘Triller Killer.’ In this ultimate popularity contest, only one will survive. Clout is life.
Kavanaugh’s career has been marked by his innovative approach and his knack for turning challenges into opportunities. From the creation of Marvel Studios in 2006 to being the architect of the SVOD window, Kavanaugh has consistently pushed the boundaries of what is possible in the industry. His latest venture, GENTV, is a unique platform that merges social media and cinema, capitalizing on the growing influence of social media stars.
The financial model behind GENTV is as innovative as its content. By selling episodes at $0.99 to $1.99 each and leveraging social media stars for direct selling, GENTV can generate substantial revenue before a movie’s release. GENTV has projected revenues in excess of $20 million in the short’s pre-release with minimal marketing costs. This model not only ensures high engagement but also maximizes profitability, setting a new standard for the entertainment industry, and the shorts are all together different content than the movie. “We believe since we will have all of the customer and user data off of the shorts we have a one-one connection with the end ticket buyer as well and we will be able to drive the audience into theaters in a whole new manner” said Kavanaugh.
Kavanaugh also recently merged GENTV w with the REALM Agency, and its founder Shane Valdez who also produced Skillhouse, and is serving as a producer on the next 6 films GENTV has in various stages of production. This partnership leveraged in-house capabilities to maintain creative control and streamline production, resulting in a high-quality film that resonated well with audiences. Realm has over 60 people mostly creative such that in Kavanaugh’s words “I am able to do what I have never been able to do before have an entire team working through the editing process to find the best way to approach not just the editing of the movie but every scene of the movie. Every scene is its own movie now from the editing, to the FX, to the color lighting and music and it’s just been awesome. The best creative experience I’ve had” said Kavanaugh.
GENTV’s approach to distribution is equally innovative, combining short-form episodic films with traditional full-length features to cater to various viewing preferences.
The success of Skillhouse is also a testament to the creative team behind it. With experienced filmmakers and fresh influencer talent, the production quality is top-notch. This combination of expertise and novelty has set Skillhouse apart in a crowded market. By redefining horror with elements of social media culture, the film has resonated particularly well with younger viewers who see their online lives reflected on screen.
Kavanaugh’s influence in the film industry is undeniable. His innovative financing models have allowed countless films to be made, and his vision continues to shape the industry. GENTV is already in production on six new projects, with the goal of releasing 10 or more per year.
A source and insider close to GENTV noted, “They have their own in-house distribution capabilities. I think people forget he took a team of 12 people and built a full theatrical distribution platform that was collecting and booking at better rates than the majors.” However, since its launch, GENTV has been in active negotiations for a distribution partnership that could enhance its reach and impact.
With Skillhouse set for a 3000-screen release on Halloween weekend and an impressive A- audience rating, it seems Kavanaugh may have another bona fide hit on his hands. As media consumption trends shift, GENTV’s model of influencer-driven content is perfectly positioned to capitalize on these changes. Audiences are increasingly looking for content that is both engaging and easily accessible, and GENTV delivers on both fronts.
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