Craft & Commerce: Opportunities for Marketing in the Motion Image
In recent years, the commercial production industry has experienced unprecedented change. This has a tremendous ripple effect in how the companies that make up the Association of Independent Commercial Producers (AICP) operate, and how these companies respond to demand.
We all know the media landscape continues to evolve. We all know that there are technologies afoot that will forever change the way we work. We all know that we are facing increased competition on many fronts, some that are perceived as unfair and some that are merely emerging from new corners.
We also know that this is a resilient business that has adapted to many changes over the five-decade history of AICP. The creative problem solving, talent, and craft within this industry is second to none and invaluable.
AICP’s core mission continues to be providing representation for, and information to our members to help them better run their businesses. The AICP National Board of Directors is committed to meeting challenges as they come and listening to the concerns of each member. With this in mind, the Board recognized that it was essential to engage a first-class strategic research company to outline where we, as an industry, have come from, where we are, and where we are heading—in a report that is neither rooted in what we want to hear, nor from the point of view of advocacy, but assembled and told by a truly impartial third party.
In November 2023, the AICP Board engaged The Nucleus Group to undertake this work. Nucleus conducted deep, immersive research—reviewing materials, interviewing subject matter experts and professionals from all facets of the industry, surveying our membership—to identify emerging opportunities within commercial production. What follows are their findings, observations, and insights.
It is the AICP Board’s hope that, armed with this information, each of our members can chart their course for a successful future, and the organization can chart a course for better fulfilling its mission and promise to the membership for the next five decades and beyond.