The feature-length documentary, which will be released on June 23 for the standard Vimeo On Demand price of $9.99, chronicles the tour of flash-famous music group from YouTube, O2L (Our 2nd Life).
The title joins a slew of other projects acquired or funded by Vimeo for direct-to-fan distribution, including their deal with Maker Studios to produce and distribute multiple projects, YouTuber KevJumba’s “Man Up,” and the Kurt Cobain documentary “Soaked in Bleach.” The deal further marks Vimeo’s aggressive push to become a go-to first window via transactional video-on-demand.
With nearly 3 million subscribers on YouTube and an average of roughly 500,000 views per video, the six-deep boy band featuring Connor Franta, Kian Lawley, Jc Caylen, Ricky Dillon, Trevor Moran, and Sam Pottorff, grabbed internet fame much in the way of The Beatles. As creators explore ways to generate better revenue off of YouTube, where revenue is primarily driven by advertising and branded content, even marginal conversion of an audience of O2L’s magnitude could generate significant and meaningful revenue for Fullscreen. Should Vimeo On Demand purchases play consistent with O2L’s viewership on YouTube, Fullscreen Films could be looking at a quick net revenue of roughly $5 million.
To put this in context, the much-hyped release of the “Entourage” film generated only $10 million at the domestic box office during its opening weekend (for a $17 million opening-week haul). As more of these transactional VOD deals roll out, the industry will see its moment of truth as to whether a digital theater model can compete with analog box office. The term of the exclusive window on Vimeo On Demand was undisclosed, which will actually determine if there’s real box-office comparisons to be made. Either way, the revenue potential alone should be seen as a win for the creators.
“Fullscreen is a forward-thinking media company connecting a new generation of creators to fans globally and Vimeo is thrilled to offer their original premium content directly to fans,” said Greg Clayman, GM of Audience Networks for Vimeo.
“#O2LForever” was produced by Fullscreen Films in collaboration with DigiTour Media, and was directed by Michael Goldfine (“Camp Takota”). Since filming the documentary, and in true music superstar one-hit-wonder fashion, the group has recently disbanded. Oh, the drama.