WebMadeMovies: the evolution of video

WebMadeMovies is Mozilla's open video lab. We're bringing together the world's most innovative filmmakers and hackers to showcase the power of new open video technologies. Blowing up the traditional box and unlocking video's 21st century potential.

New tools like HTML5 allow us to produce video that behaves like the web: linkable, quotable, searchable, mixable, hackable. Liberating it from closed platforms and creating whole new ways to tell stories online. By mashing up video with the rest of the social web, we're reinventing the medium through open source collaboration, artistic innovation and global community.

The problem: black boxes and walled gardens

Video today is *on* the web, but not *of* the web. Despite the innovation that's swept other online media, most video -- from information and entertainment to educational videos and user generated content -- is still trapped inside closed platforms that are difficult or impossible to search, link, quote or contextualize. We can "embed" video in pages, but only through closed-off players that are sealed off from the content around them. And that still behave much like traditional TV.

This traps video inside a virtual "black box," robbing it of audience and potential. And locking an entire branch of knowledge and creativity in closed systems that don't behave or innovate like the rest of the web.

All that's set to change. Unlocking video's 21st century potential.

New open video tools and standards like HTML5 allow us to throw open this closed black box. And weave video right into the fabric of the social web. As big industry players move away from closed platforms like Flash, and as the devices people use to watch and produce video continue to rapidly evolve, the stars are aligning to build a more open video future. This represents a unique opportunity to take video in a whole new direction. What's needed right now are the skills and artistic vision to innovate and give the world a taste of what's possible.

Introducing Mozilla's open video lab. Where hackers meet film-makers. Fall in love. And make beautiful babies.

WebMadeMovies is bringing together the right mix of stakeholders to capture the open video opportunity. Using Mozilla's convening power to gather the world's most talented open video developers with independent filmmakers in an open source laboratory. Together they'll produce a series of episodes and experimental mash-ups that showcase what's possible, and create a lasting open source video toolset the world can use to innovate, adapt and build on in future.

Lead by open source cinema pioneer Brett Gaylor, WebMadeMovies will mash up storytelling about the open web with other social media and new open video players that marry the message to the medium. Open web tools like HTML5 video, svg, canvas, javascript and Firefox will make it possible. Cutting-edge designers, artists and filmmakers will make it mind-blowing.

Imagine video that behaves like the web

Imagine...

clicking on an documentary or news subject to instantly see their Wikipedia entry
choosing which character the camera should follow next
a teacher skipping to exactly the right moment in a two-hour educational film to answer their student's question
searching the entire history of TV, news and film as easily as you search Google
watching a video about the Gulf oil spill recorded weeks ago -- with a map of the spill's current size right now in real time
educational films that dynamically update their curriculum with the rest of the web, and never go out of date
entering a documentary film-maker's mind to instantly see their research and additional footage
exploring a 360-degree view of a volcano or art gallery
watching Johnathan Zittrain talk about "generativity," combined with a Twitter feed of people who used that term in the last five minutes.
bespoke interfaces tailored to each film, marrying the medium to the message. Travel films that interact with your phone's GPS. A documentary about the ocean through a player that looks and feels like water.
mashing up search and Twitter feeds with maps and news footage to create a visual monitor of what the planet is thinking about

"Popcorn" and "butter": open video tools that taste great. And change the web.

WebMadeMovies will produce a lasting set of open video tools anyone can freely use, build on and innovate. These include "popcorn," an open source javascript library for developers. And "butter," an intuitive front-end that will make it easy for film-makers and non-technical audiences to build custom open video players. Popcorn will provide a robust foundation open video developers can build services on top of. While butter delivers a simple means for film-makers to publish open video without requiring a team of developers.