ABSTRACT
The process of creating a property for production and sale, though often perceived as more fun than building a standard widget, is still very much a business proposition. Being an art, there are exceptions and patrons who may ignore the commercial aspects; however, the production business is predominantly a for-profit endeavor. This means business choices are made even at the root stages of creating content. (Note: For an interesting perspective on “art for art’s sake” and the conflict between creative endeavors versus business, see Richard Caves’s book Creative Industries.)
This chapter will explore some of the business choices surrounding the development process (e.g., What should be made and why? Can we sell it?), as well as address the business and art of marketing and selling an idea (aka, pitching). While nuances are different, the principles of selling creative ideas are no different than any other business. What differs are the risk factors, as captured famously by Oscar-winning screenwriter William Goldman’s famous rule about the correlation between a developed idea and commercial success: “Nobody knows anything.”1
