Peruse the history of fan-film posts we’ve done in the past and you’ll be met with depressing results. Too often the makers of movies and video games prefer a restrictive approach to fans using any form of their content. The approach tends to be of the blanket variety, where a default to protectionism often ties up fan-work that is either usefully creative in and of itself, or else beneficial to the original content producers if only it would be allowed to breathe. Nintendo has become famous for this kind of restrictive practice in YouTube recently, but it is hardly alone.
Rockstar, as it has so often before, breaks the mold on this kind of thing. Back when Grand Theft Auto 4 was the latest iteration in the GTA series, some enterprising fans had used video editing equipment, along with the game itself, to create their own brand of fan-film, using game footage as the vehicle for an admittedly simple but impressive story line. The whole thing was 2 hours long and has been viewed on YouTube over half a million times. Rockstar, for its part, not only didn’t take the video down, but it went so far as to provide its own video editing software for fans in the latest PC version of the series, Grand Theft Auto 5.
When Grand Theft Auto V launches tomorrow, it will come complete with a video editing suite that will allow you to make movies from Story Mode and GTA Online footage you capture. The software, the Rockstar Editor, lets you do a number of things [like] record and edit footage and share them with the community. The editor features special camera modes, filters, depth of field and audio customization options, and a Director Mode feature that allows you to create movie-making sequences from a cast of characters from Story Mode.
This, quite simply, is how it’s done. Rockstar/GTA fans expressed an interest organically in something they wanted to do with Rockstar’s product, an emergent use that Rockstar may never have even considered, and, rather than getting butthurt over the use of the content and sending out the threat-letters, the company enabled its fans’ behavior instead.
And why wouldn’t they? After all, far from harm, it would be an absolute boon to Rockstar to see YouTube pages filled with fan-creations in the form of short or monstrously-long creative works, all done within GTA itself. It’s just one more way to have fun within the game, one more way to be expressive with fellow fans of the game, and one more way for the GTA name to be etched into gaming history. This is pure CwF+RtB calculus at its finest.
Well done, Rockstar.