“Some of the best content being made, period, is on television.”

This is according to Brett Ratner, one of Hollywood’s most successful filmmakers, who spoke about where the entertainment industry is heading in the session “The Future of Television” at PromaxBDA: The Conference 2017.

A renowned director and producer of both feature films and television shows, including the original Prison Break, says much of what’s on television today is better than most movies.

This high-quality content is booming as more and more networks are becoming interested in co-financing productions to develop bigger and better projects, while trying to maintain the balance when it comes to rights.

“In order to really compete and get something, they need to share in the ownership,” he said.

It also creates opportunities for smaller production companies like Ratner’s RatPac Entertainment to collaborate with larger studios.

“For content creators, it’s the most exciting time,” he said.

That quality has put television on par with feature films.

“Television has become an event business, and that’s what’s attracting the great talent and great filmmakers,” he said. For instance, directors such as David Lynch are spending hours on series such as Showtime’s Twin Peaks, and Martin Scorsese is producing a gangster movie The Irishman with Netflix.

Gone are the days of multi-camera sitcoms, he said. Instead, serialized dramas are where it’s at. He’s also commended serial documentaries for really driving the subscription business.

“The documentary format, for me, is the most creative genera of film-making being made today, and the most impactful,” he said.

Also on the horizon are companies like Apple—which just greenlit its first series about a group of app developers—getting into the mix and creating exciting uncertainty in the entertainment industry.

“Who knows what Apple’s going to do,” he said.

The shift to non-linear viewing is also playing a huge role in the future of television.

When Ratner turns on the tube, “I do what most people do,” he said. “I’ll binge watch.”

Paired with new technology, it’s opening doors for new ways for viewers to tune in.

For instance, similar to a “choose your own adventure” book, Ratner is working on pitching a show based on that same concept. It would be an eight-episode series, with four extra episodes that would generate 2 million variations. Designed for non-linear viewing, the audience would decide where it goes.

“Technology,” he said, “is going to be playing a big part in the future of television,” he said.

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