Figure 1: The NRL Films Logo.
What is NRL Films?
NRL Films is a proposed subscription-based streaming service which would provide an unprecedented amount of NRL content to rugby league fans worldwide. The concept takes inspiration from services provided in the entertainment industry, as well as prolific sporting leagues around the world, to compile the most complete viewing package in Australian sport.
The launch catalogue for NRL Films is as follows:
Content would be updated on a regular basis, with new shows, games and series dropping on a weekly/monthly schedule. The launch content outlined above could lay the platform for the service, while future additions down the line could include:
- Kangaroos and International Fixtures
- NRLW and Origin games
- "Rise of the Wolfpack": Toronto Wolfpack documentary
- "NRL Sounds": NRL players mic'd up (as seen before on Sterlo with Shaun Johnson and Corey Norman).
The potential for creative content on a streaming service of this kind is truly endless. Access to NRL Films would educate and entertain fans, settle debates and ensure that the great moments in the NRL's history are never forgotten.
The Inspiration
The NRL Films concept is inspired by the UFC's Fight Pass, the NFL's consistent stream of documentaries and the presentation of dominant streaming service Netflix. UFC's Fight Pass has been referred to as "Netflix for fight fans" and the NRL Films concept aims to resonate in a similar way with fans of rugby league. Replace movies with NRL games and TV Shows with original documentaries and you have a strong indication of this proposal's product. The popularity of the UFC's Fight Pass suggests that there is a market for a streaming service of this kind in sport. With a solid launch catalogue, engaging marketing campaign and affordable price-point, it is feasible that NRL Films could be a critical and financial success.
HBO's annual NFL Training Camp series "Hard Knocks" and the mini-documentaries NFL Films produce inspired the vision for documentary style content in the NRL. The Tigers and Warriors both highlighted the extreme potential of a pre-season documentary with their 2018 productions, with the Warriors in particular showcasing a side to players and coaches that is rarely seen in the mainstream media. Both of these documentaries left me wanting to see more of this content, which is where the idea for Summer Slog was created. It would follow a similar narrative to Hard Knocks, focusing on players competing for positions, their relationships with teammates and coaches and the team's desire to improve.
The NFL celebrate big moments in their sport like no other league. The 'Philly Special' touchdown from the 2018 Super Bowl has a 30 minute documentary, while the Malcom Butler goal-line interception from the 2015 Super Bowl has a 15 minute production. These documentaries provide commentary from the coaches and players, background on how the plays came to happen and add a new meaning to already significant moments.
Rugby league has had countless magical moments in just the past few years. Think the 2015 Grand Final, Tonga's journey at the 2017 RLWC, Catalans hoisting the 2018 Challenge Cup, Aidan Sezer's 40/20 in Golden Point against the Dragons. With NRL Films, all these moments and more could have mini-documentaries, making the viewer feel even more immersed in the games special moments.
Figure 2: The services used as inspiration for the concept. (Left to Right: UFC Fight Pass, NFL Films, Netflix).
Fulfilling Needs
Have you ever been told about a great game in NRL history and wished you could see it? Have you ever wanted to watch a certain NRL moment again but couldn't find the footage online? Have you ever wondered how good a player who retired before your time was at their best? If you're like me, then the answer to all of these is a resounding yes. The creation of NRL Films would allow someone like myself to go back and watch the likes of Johns and Fittler in their prime. You could watch anything from Cameron Smith's debut in 2002 to Paul Carige's horror game in 1998. It really is heaven (or hell) on Earth for rugby league fans new and old.
Figure 3: Concept for the NRL Films Home Page.
Pricing
Setting a price-point for NRL Films creates a significant challenge, as being a fan of rugby league already leads to a number of expenses. Club memberships, match tickets, merchandise, Fox Sports and an NRL Digital Pass all add strain to the pockets of league lovers. There is also a belief that many of these products and services are already overpriced, so throwing another expensive service into the mix would not bode well with the rugby league community.
A scan of the current market (see Figure 4) suggests that a monthly fee of approximately $7 - $10 is a reasonable starting price for NRL Films. Personally, I would implement a discount for members of NRL clubs as this provides an incentive to sign up or renew club membership.
Something the NRL could invest in to increase this price tag, is removing the NRL Live Pass and merging it with NRL Films. This would slightly complicate the concept and would involve changes with Telstra, but having live games, highlights and press conferences all bundled together with NRL Films would be groundbreaking. Alternatively, they could offer a bundle deal for both NRL Films and the NRL Live Pass, starting from approximately $15-18 per month.
Figure 4: Prices of comparable services to NRL Films.
Marketing
In order to garner interest in the concept and justify the price tag, the NRL would have to implement a clever marketing campaign in the lead up to the launch.
A launch trailer, taking inspiration from the iconic TNT NBA Christmas Day promo from 2011, editing past players into footage with current stars would kick off the campaign (https://www.youtube.com/watch?v=GZl5Z-lfRoo&t=38s). Jarrod Croker offloading to Mal Meninga, Val Holmes fist pumping David Peachey, Andrew Johns giving an inside ball to Kayln Ponga would be just some of the scenes. The advertisement would aim to evoke nostalgia from fans and create interest in re-watching their favourite former players.
Leading up to the launch, the NRL could release articles creating hype and interest, while clubs could ask fans to vote on their favourite games, which could be turned into a playlist upon launch.
Figure 5: Left: A screenshot from the proposed NRL Films Trailer, featuring past and present players combining. Middle: The potential for articles in the lead up to release. Right: Potential field markings advertising NFL Films.