Hollywood's Real Money Machine

[Commentary] Regardless of box office receipts, Hollywood's major studios have a sure-fire engine for making money from viewers who don't regularly go to the movies. It's what the studio calls its "library," which contains the rights to all the movies and television series that it has ever produced or acquired.

By relentlessly licensing and selling the rights to these titles, studios harvest money from home audiences decades after a film plays in theaters. Libraries, of course, also pull in huge revenues from the global sale and rental of DVDs. (Technically, newly released titles are not included in the library for two years.) Even though DVD sales of movie titles and TV series are now waning, on the horizon is another promising revenue stream: digital rights for Internet delivery. While at present these rights provide little more than pocket change for studios, future revenues are due to explode with the proliferation of smart phones, netbooks, tablets, game consoles and other such gadgets. In any case, as one Viacom executive recently told me, "No studio could stay solvent for long without a library." If the studios' libraries, the reality-based money machines that boost the bottom line, do not receive accolades or even a mention at Sunday's Academy Awards, it isn't that their value is unappreciated. It's because Hollywood's real genius is understanding that its audience prefers illusion to reality. The stars shine brightest on Oscar night. And that's show business.