MPAA Apparently Silently Shut Down Its Legal Movies Search Engine

[Len]

In 2015, with much fanfare, the MPAA released its own search engine of sorts as WhereToWatch.com. The idea behind the site was to combat the argument that people pirate films because there are too few legal alternatives. The MPAA built the site to show where those legal alternatives do in fact exist. Left unaddressed, of course, were questions about how useful and convenient those alternatives were, how users had to navigate through a myriad of restrictive policies for those legal alternatives, and how terrible Hollywood must be in promoting its legal alternatives if the only thing needed to stop all this piracy was an MPAA search engine.

On top of that, WhereToWatch served as something of an excuse for many draconian polices the MPAA was pushing for all along. By being able to point to the search engine as "proof" that all kinds of legal alternatives to piracy were readily available, the MPAA argued that policies such as "notice and staydown" as well as site-blocking were legitimate pursuits. Somewhat predictably and with a heaving helping of irony, WhereToWatch received multiple DMCA takedown notices for its search results, demonstrating how perilous DMCA takedowns have become.

And now comes the news that the MPAA actually shuttered the site months ago.

The MPAA pulled the plug on the service a few months ago. And where the mainstream media covered its launch in detail, the shutdown received zero mentions. So why did the site fold? According to MPAA Vice President of Corporate Communications, Chris Ortman, it was no longer needed as there are many similar search engines out there.

“Given the many search options commercially available today, which can be found on the MPAA website, WheretoWatch.com was discontinued at the conclusion of 2017,” Ortman informs TF. “There are more than 140 lawful online platforms in the United States for accessing film and television content, and more than 460 around the world,” he adds.

That is all absolutely true today, though it was also true three years ago when the site was launched. The simple fact of the matter is that the site did little to serve any real public customer base. Yes, legal alternatives to piracy exist. Everyone knows that, just as they know that there are far too many hoops and restrictions around which to jump that have nothing to do with price. The MPAA and its client organizations have long asserted strict control over their product to the contrary of public demand. That is, and has always been, the problem.

On top of all that, the MPAA showed its no better at promoting its site than it was at promoting the legal alternatives to pirating movies.

Perhaps the lack of interest from the U.S. public played a role as well. The site never really took off and according to traffic estimates from SimilarWeb and Alexa, most of the visitors came from Iran, where the site was unusable due to a geo-block.

Look, the basis for this effort was a good one: promote legit movie-watching to customers currently pirating. That's laudable. But Hollywood is in the business of convincing the public to do so every bit as much as the public is obligated to buy Hollywood's products. It's not enough to build a search engine to the current unwanted offerings and call it a day.

You have to actully innovate.