‘What’s Netflix?’ How Marquee TV, Kanopy and Mubi are bringing opera, ballet and arthouse movies to older streamers during lockdown
Enduring self-isolation during the Covid-19 crisis, older so-called ‘silver streamers’ yet to embrace the streaming age are now digging deep to access bespoke platforms presenting high-end cultural content
Older ballet and opera lovers deprived of their high-culture fix because of shuttered theatres and concert halls are taking the plunge into video streaming for the first time. UK-based performing arts platform Marquee TV says its subscriber base has doubled since national lockdowns forced the closure of prestigious venues like London’s Royal Opera House, Hamburg’s Elbphilharmonie and the New York Metropolitan Opera. Many of the newcomers are apparently still unfamiliar with TV on-demand.
“Our customer support lines are maxed out dealing with ‘silver streamers’ who would never have dreamed of using an over-the-top streaming service,” said Simon Walker, the founder of Marquee owner Maidthorn Partners. “When we tell them it’s a bit like Netflix, some of them say ‘what’s Netflix?’.”
While some closed venues like London’s Royal Opera House are already making some content available for free online, Marquee has been helped by big-name theatres recommending it to their patrons. Walker’s challenge is to make sure the recent surge in subscriptions doesn’t fizzle when curtains start going back up. His plan is to begin producing original content, much as Netflix did when it shifted from running other people’s shows to commissioning its own series.
Walker aims to raise another five million pounds (US$6.2 million) later this month, likely from family offices and high-net-worth individuals who are less affected by the virus-induced economic slump. Marquee’s existing investors include Viasat World, an Eastern European cable company spun out from MTG AB. About half of the new funds will go to performing artists and adding content, including Marquee’s first two shows commissioned independently of another arts organisation.
“These are entirely original projects involving world leaders in their fields. This will be our House of Cards moment,” said Walker, who previously worked on the BBC iPlayer streaming platform and digital broadcast platform Freeview.
Niche players
Cloud computing has slashed the cost of establishing and scaling up a streaming video platform. Marquee and other specialised services – covering everything from Bollywood to horror, gay interest and low-budget cult movies – are tiny compared to the big US platforms like Netflix and Disney+. With outdoor entertainment on hold, they now have a chance to capture bigger audiences.