Digital asset management and anti-piracy at Warner Bros. Studios
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ywords: anti-piracy, broadcast DAM, enterprise DAM, security, storage Abstract Under Executive Vice President Darcy Antonellis, Warner Bros. Entertainment created a digital asset management (DAM) capability that was globally available, fulfilled the needs of the user community but still offered protection from piracy. Media Asset Retrieval System (MARS) is now a core part of daily operations for 18 Warner Bros. divisions around the globe.
INTRODUCTION
Tim Padilla Director, Digital Asset Management, Warner Bros. Technical Operations, Inc., 4000 Warner Blvd, Bld 611 Room 4042, Burbank, CA 91522-6114, USA Tel: +1 818 977 1249 Email: tim.padilla@ warnerbros.com
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Beginning in 2001, Warner Bros. Technical Operations Inc. embarked on a mission to develop an enterprise digital asset management (DAM) capability. Today, their Media Asset Retrieval System (MARS) is a core part of daily operations for 18 business units around the globe, and is also a key component of Warner Bros.’ worldwide anti-piracy strategy. The following discusses the studio’s views on DAM, recent antipiracy initiatives and their mutual relationship. Warner Bros. Studios view the use of digital technologies as an opportunity to support our business growth as well as provide tools that help protect our content. MARS is one of the tools we employ to ensure that our publicity and advertising efforts are coordinated and timed to be as effective as possible
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without the deflations that can be caused by illegally published content. Today, via the MARS system, many different groups are sharing materials more efficiently and securely than they ever could before. For example, a production shooting in Australia can upload unit photography and production artwork into MARS directly from the set, allowing the various domestic and international marketing groups to complete their campaigns earlier with higher quality materials. This is a significant benefit given both the compression of release windows and the increasing complexity of our campaigns. In addition, because of the enhanced security provided by MARS, it is a much safer method than shipping unprotected CDs, negatives or prints, which are handled by a whole series of people with limited
Henry Stewart Publications 1743–6559 (2005)
Digital asset management and anti-piracy at Warner Bros. Studios
traceability. Now with MARS, we have an efficient means of distributing advertising and publicity content globally, the ability to prevent unauthorized access and the tools to trace activity. MARS and systems like it are an important part of our overall anti-piracy strategy.
MARS — AN ENTERPRISE SERVICE Our primary objective with MARS was to provide our client divisions with a tool to help conduct their business. However, these divisions often require distribution of assets outside of the studio early in the production process when piracy concerns are at their highest. Imagine, for example, the number of vendors who need access to images of the new Batmobile from ‘‘Ba
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