project management

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1.0. Introduction

Effective project management is considered an essential part of a company’s way to

success, as, to put it simply, its main purpose is to predict any risk that might affect a

project of a company and prepare the latter for it (Lock, 2013).

Since 2010, Netflix, world-leading subscription video on-demand streaming service,

has been producing its own content, such as series and full-length movies (Netflix,

2019). Such Original series or films could be considered as separate projects, which

are now the key to attracting new audiences and keeping existing Netflix subscribers

(Schomer, 2018). Therefore, it is critical for Netflix to make sure that all these projects

are carefully planned and are executed in a way as smooth as possible.

The aim of this report is to analyse the project management process of “Bird Box”, the

most successful Netflix movie project by far, thus gaining useful transferable

knowledge and providing recommendations for future similar projects.

1.1. Project Background

“Bird Box” is a 2018 movie produced by Netflix, which makes the film a so-called Netflix

Original, meaning it is available only on Netflix (Netflix, 2019; Netflix Media Center,

2019).

“Bird Box” is a sci-fi psychological drama thriller, which tells a story of a woman and

two children trying to survive in an apocalyptic world (Netflix, 2019). It premiered on

21st December 2018 (Netflix Media Center, 2019).

The movie is based on the eponymous novel by Josh Malerman, published in 2014

(Slauer, 2018).

Leading role in the film is performed by Sandra Bullock with the director being Susanne

Bier – both Academy Awards® winners (Netflix Media Center, 2019).

“Bird Box” became the most successful Netflix Original movie so far. Although it was

not highly appraised by critics, it generated significant amount of conversations and

feedback in social media and is the most watched Netflix Original movie at the moment

of writing (Lee, 2019).

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2.0. Project Management Landscape

According to Wysocki (2014), “a project is a sequence of unique, complex, and

connected activities that have one goal or purpose and that must be completed by a

specific time, within budget, and according to specification”. Following from this

definition, every project should have a goal and a solution.

Regarding goal, Netflix creates its own movies and series as a part of its vertical

integration strategy. Indeed, replacing licensed content with its own not only eliminates

the cost Netflix would otherwise have spent on licensing but also helps make the

service unique, thus keeping existing subscribers and attracting new ones (Ball, 2013).

Therefore, it could be stated that the goal of “Bird Box” is to support Netflix’s “worth-

to-watch, unique content” strategy and encourage more subscriptions to the service

(Nicolaou, 2019).

As for solution, firstly, the movie is based on a novel, which has already been proven

successful, thus increasing the chance of the film being well-received, too (Lawson,

2018). Secondly, Netflix hired award-winning leading actor and director to make sure

the movie was made at a high-quality level in order to truly engage audience

emotionally, thus encouraging word-of-mouth and publicity (Bushby, 2018).

Figure 1. The Four Quadrants of Project Landscape (Adapted from Wysocki, 2014)

Depending on how clear these goal and solution are, Wysocki (2014) offers a

framework, demonstrated in Figure 1, that helps define type of a project. The author

notes, however, that “clear-unclear” evaluation within this framework is rather

subjective and may change throughout the project being carried out. Moreover, as

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Rhyne (2008) points out, such frameworks for project management are rather general,

unified, thus need to be adapted to specific industries.

Regarding “Bird Box”, it appears that the goal and the solution of this project are rather

clear, thus the type of the “Bird Box” project could be defined as traditional (Wysocki,

2014).

Depending on the type of project, the latter would have to adopt a certain lifecycle

model, which, simply put, dictates a sequence in which various stages of the project

happen (Association for Project Management, 2012; Wysocki, 2014).

3.0. Project Management Life Cycle

According to Project Management Institute (2017), project life cycle “is the series of

phases that a project passes through from its start to its completion”. A typical project

life cycle usually implies four main stages – defining the concept, developing and

designing a plan, executing and basically carrying out the work, and ending and

closing the project (Burke, 2010; Larson and Gray, 2018; Maylor, 2010).

Figure 2. Project Management Life Cycle Model Approaches (Adapted from Wysocki, 2014)

Wysocki (2014) states that the choice of a specific lifecycle model would depend on

the clarity of goal and solution of the project (Figure 2). Considering that “Bird Box” is

a traditional project with both goal and solution being rather clear and straightforward,

it could be suggested that it should adopt linear lifecycle model, also known as

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waterfall method, demonstrated on Figure 3 (Association for Project Management,

2012).

Figure 3. Linear Life Cycle Model (Adapted from Wysocki, 2014)

Such model dictates that each of these stages is completed once and in the sequence

presented above. Such conditions are appropriate for a typical movie project, as they

are usual for a film project life cycle, which involves development, pre-production,

production, principal photography, wrap, post-production, and distribution stages

(Verhoeven, 2018). The latter could also be combined in a simplified life cycle model,

which includes only pre-production, production, and post-production (Katsiris, 2007).

4.0. Project Management Process Groups

Regardless of which lifecycle model a project adapts, it should be based on the five

process groups, demonstrated on Figure 2 (Association for Project Management,

2012; Project Management Institute, 2017).

Figure 4. Project Management Process Groups (Adapted from Association for Project Management,

2012; Project Management Institute, 2017)

4.1. Scoping (Initiating) Process Group

The overall aim of scoping (or initiating) process group is gaining authorisation to get

started with the project. It implies processes that help define the project, its objectives,

and what generally needs to be done, such as identifying stakeholders of “Bird Box”,

meaning those, who may affect or could be affected by the movie in question,

understanding and documenting concept of the film, and identifying significance of

“Bird Box” for Netflix (Eskerod and Jepsen, 2013; Haugan, 2011; Project Management

Institute, 2017; Wysocki, 2014).

Scope Plan Launch Monitor & Control

Close

Scoping (Initiating)

Planning Launching (Executing)

Monitoring &

Controlling Closing

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Every project should have a project charter, which briefly describes the scope of the

work (HBR, 2012). Figure 5 demonstrates an example of such project charter with

flexibility matrix for “Bird Box”.

Table 1. "Bird Box" Project Charter with Flexibility Matrix

Netflix Original “Bird Box”

PROJECT CHARTER

Project Name: Bird Box

Production Project Manager: Susanne Bier

Production Companies: Netflix Bluegrass Films Chris Morgan Productions

Commercial Project Manager: Ted Sarandos

Estimated delivery date: November 2018

PROJECT DESCRIPTION

Project Background “Bird Box” is a Netflix Original movie, based on a well-received anonymous book by Josh Malerman.

Project Objective Movie is intended to engage audience in order to keep current Netflix subscribers happy with the streaming service, as well as attract potential customers to join Netflix. It should also positively contribute to Netflix brand image as a provider of good-quality unique content.

Critical Success Factors Movie should trigger active word-of-mouth and publicity, potentially become a viral trend and discussion in social media. The number of new subscribers must keep increasing and the number of cancellations should continue dropping.

Constrains “High profile” lead actor should be involved, while maintaining budget reasonable. Audience should be engaged emotionally.

Resources 3 production companies will be working on a movie; mostly standard equipment used for production/post-production.

Project Authority Cast, filming locations, storyboards, release date will be approved by Netflix investors and commercial project manager.

FLEXIBILITY MATRIX

Least Flexible Moderately Flexible Most Flexible

Scope ●

Schedule ●

Resources ●

Source: (HBR, 2012; Haugan, 2011; IMDB, 2019; Netflix, 2019; Netflix Media Center, 2019;

Schomer, 2018; Sauer, 2018)

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This process group also implies hiring a project manager, however, as Rhyne (2008)

points out, such job title does not normally exist in film industry. Instead, functions of

the project manager could be performed by a number of people. Cheklich (2002) and

Brook (2005) believe that this role is usually taken by a director. Furthermore, Farrell

(1995) states that project manager responsibilities are also performed by producers.

In case of “Bird Box”, two main project managers could be identified – film director

Susanne Bier and Netflix chief content officer Ted Sarandos, who is responsible for all

Netflix Original projects (Netflix Media Center, 2019).

4.2. Planning Process Group

The aim of planning process group is to obtain clear understanding of what and when

has to be done, thus enabling project managers to select the most effective

approaches and methods to achieve success of the project (Association for Project

Management, 2015).

Planning process group of “Bird Box” is largely interlinked with scoping; hence it is

rather difficult to clearly define when scoping ends and planning begins (Rhyne, 2008).

Nevertheless, it could be said that this phase implies a more detailed specific plan of

action. In other words, while scoping is about finalising and approving an overall

strategy, planning involves establishing specific tactics, including building product

breakdown structure (PBS) and work breakdown structure (WBS), which are illustrated

on Figure 6 and Figure 7 accordingly (Haugan, 2011; Miller, 2009).

Create and produce a

Netflix Original movie

Bird Box

Story Soundtrack and

Music Footage

Promotion

Sceenplay Individual script

for actors

Recorded soundtrack

for the movie

Purchased/licensed

music/songs

Recorded

scenes

Purchased

scenes

Movie

Advertising on

social media

Advertising on

Netflix

Direct mail to

Netflix subscribers Publicity and

word-of-mouth

Figure 5. Product Breakdown Structure for "Bird Box" (Created in Microsoft Visio)

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Most researchers agree that planning process group in film industry also includes what

is called pre-production stage of filmmaking, which in turn implies finalising shooting

script, as well as creating storyboards and shoot lists, location scouting, hiring crew,

establishing what equipment to use, and finishing with necessary paperwork, e.g.

insurance and permissions (Picone, 2017; Rhyne, 2008).

Bird Box

Concept Pre-production Production Post-production Promotion Launch Closing

Initial script

Initial budget

Research for

lead actress

and main

support actors

Finalising

production

companies

Official approval

to start pre-

production

Finalise script

Shooting plan

Casting

Locations

Create storyboard

Create shoot lists

Create initial

shooting schedule

Casting for lead

actress

Casting for main

support actors

Casting for rest of

the cast

Location scouting

Finalise locations

Book shooting

locations

Hire/finalise

stunts

Finalise

budget

Finalise and

hire shooting

crew

Create list of

equipment &

costumes

Green light to

start shooting

Finalise shooting

schedule

Prepare locations

for shooting

Preparing actors

for shooting

Rehearsing the

scenes

Location 1 footage

shooting

Location 2 footage

shooting

Location 3 footage

shooting

Location 4 footage

shooting

Location 5 footage

shooting

Location 6 footage

shooting

Editing footage

Purchasing

additional footage

Final editing of all

footage

Creating

promotional clips

Posting

promotional clips

on social media

Creating text for

direct mail

promotion

Uploading movie

and movie profile

on Netflix

Movie premiere

event

Report on the

number of streams

Report on the

number of streams

Report on the

number of new

subscribers

Report on

audience

engagement

Report for

investors

Sending

promotional

emails to Netflix

subscribers

Figure 6. Work Breakdown Structure for "Bird Box" (Created in Microsoft Visio)

The next step after building the WBS, thus defining what work needs to be done, all

these tasks are scheduled. One of the most common tools for scheduling the work is

Gantt chart, which, to put it simply, demonstrates sequence and connections between

the tasks, as well as direct manager responsible for these tasks (Meredith, Mantel and

Shafer, 2016). Figure 8 illustrates “Bird Box” project schedule in a form of Gantt chart.

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Figure 7. Gantt Chart for "Bird Box" (Created in Microsoft Project)

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The Gantt chart above, apart from showing the sequence of tasks, also demonstrates

relationships between them. In order to illustrate these relationships and

dependencies, a so-called network diagram is used (HBR, 2012). With the aim of

saving space, Figure 9 presents such network diagram in a “collapsed” view, meaning

each box only provides the ID number of a task indicated in Gantt chart. Dark blue

boxes identify key milestones in the project schedule.

Figure 8. Network Diagram for "Bird Box" in collapsed view (Created in Microsoft Project)

Figure 10 demonstrates an example of how these task boxes look in a full view.

Figure 9. Example of Network Diagram for "Bird Box" in full view (Created in Microsoft Project)

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As Wysocki (2014) states, using network diagram helps represent “Bird Box” project

in a form of a story, as a graphical picture.

Bird Box Netflix

Original Movie

Project

Equipment People Finance Materials

Cameras

Monopods and

steadycams

Microphones

Audiorecorders

Production

Transportantion

Set

Editing

software

Lightning

Vagons

Personal

transport

Cars and vans

Monitors

Special effects

make-up

Location-

specific design

Cast

Project

management

Production

Stunt

Accountants

Secondary

actors

Lead actress

Extras

Directors

Producers

Chief content

officer

Cinematography

crew

Editing crew

Casting

managers

Set decorators

Costume

designers

Stylists

Sound

department

Visual effects

department

Animation

department

Location

managers

Investments Script

Story

Acting

Figure 10. Resource Breakdown Structure for "Bird Box" (Created in Microsoft Visio)

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What should also be considered during the planning process is the resources required

to execute established plans. In order to have a better understanding of the specific

resources and their number needed for the project, Project Management Institute

(2017) suggests building a resource breakdown structure (RBS), which represents all

necessary resources by category and type in hierarchical order. Figure 11

demonstrates such RBS for the Netflix movie in question.

4.2.1. Project Planning Considerations

To put it simply, both the difficulty and the task of planning is to answer questions such

as Who? What? When? How? How long? How Much? as accurately as possible in

order to minimise changes during the execution of the project plan (Lewis, 2006). The

challenge on the way to accuracy could be a general intolerance of traditional projects

to change combined with conditions of the modern project environment, which

influence traditional projects, such as “Bird Box”, even despite clarity of their goals and

solutions.

Consequently, it is important to understand that all projects happen within

contemporary project environment, which is characterised by high speed, change,

lower cost, increasing levels of complexity and uncertainty (Wysocki, 2014).

Furthermore, shortening of the product life cycle and increased customer focus should

also be taken into account (Larson and Gray, 2018).

Therefore, regardless of the type of a project, project managers should be flexible and

prepared for change and risk.

4.2.2. Planning Approach

“Bird Box” movie is a relatively large project with significant investments involved,

therefore it is unavoidable that “top-down” approach to planning would be applied,

which implies starting with defining an overall strategy for the film and identification of

key events in project lifecycle (Association for Project Management, 2015).

On the other hand, considering that some “Bird Box” stakeholders, such as lead

actors, director and creative department may have rather high influence on the project,

it could also be said that “collaborative” planning approach is in place, which ensures

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active involvement of the main stakeholders (Association for Project Management,

2015).

4.3. Launching (Executing) Process Group

Simply put, this process group implies that the plan, which had been created during

the previous phase, is executed (Haugan, 2011). Apart from activities described in

Gantt chart earlier in the report, launching of “Bird Box” project also includes

establishing team operating rules and scope change management process, as well as

maintaining communications and writing work packages (Wysocki, 2014).

4.4. Monitoring and Controlling Process Group

As simple as that, the aim of the monitoring and controlling process group is to keep

track of whether all tasks are executed as planned and whether this plan helps to

achieve established goals (HBR, 2012). In other words, this group includes tracking,

reviewing, and regulating the progress (Project Management Institute, 2017).

Consequently, it is logical to suggest that it implies establishing performance checking

and reporting systems, monitoring risk, discovering and solving problems or changes

(Wysocki, 2014).

Although during this phase it is critical to monitor adherence to the plan, the focus

should always remain on the final objective rather than the plan itself (Project

Management Institute, 2017). Therefore, it is important to clearly define what data

exactly should be collected, and how it should be analysed and reported (Larson and

Gray, 2018).

4.4.1. Scope Management

Scope management not only ensures that necessary work for “Bird Box” is accurately

defined but also controls that no extra tasks are performed (Burke, 2010). In other

words, the aim of scope management is to make sure that all tasks are relevant to the

objectives of the “Bird Box” (Association for Project Management, 2015).

One framework that helps managing scope is a so-called “Scope Triangle” (Figure 12).

In a way, it is an extended version of widely known “Iron Triangle”, which points out

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three main constrains of project management in general – time, cost, and scope

(Atkinson, 1999; Wysocki, 2014). The “Scope Triangle” also includes quality, resource

availability, and considers potential risk that may affect all of the above (Wysocki,

2014).

Another essential tool for scope management purposes is work breakdown structure,

discussed in Part 4.2. (Meredith, Mantel and Shafer, 2016).

Figure 11. Scope Triangle (Adapted from Wysocki, 2014)

This process may also include managing changes to scope baseline (Project

Management Institute, 2017). However, considering that “Bird Box” is a traditional

project, hence highly intolerant to change, any scope modifications while executing

the project plan should be minimised or avoided at all.

4.4.2. Schedule Management

Schedule management refers to both time and resource scheduling and implies

developing, maintaining, and communicating these timetables to appropriate project

stakeholders (Association for Project Management, 2012).

It is important to note that during the initiating stage, project schedule of “Bird Box” is

slightly less detailed compared to the one after executing phase, as at the beginning

of the project life cycle the amount of available details is often rather limited

(Association for Project Management, 2012). For instance, full information on the film’s

post-production schedule may only be available after production stage is completed.

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In addition to classic Gantt chart, “Bird Box” should also take advantage of industry-

specific scheduling software (Association for Project Management, 2015). For

example, film production process consists of a large number of interdependent tasks

and involves a significant number of stakeholders (Ouyang et al, 2008). Therefore,

utilising special movie production scheduling programmes could make planning and

monitoring schedules even more efficient.

4.4.3. Cost Management

Cost management is defined as the “process of estimating and justifying costs in order

to secure funds, controlling expenditure and evaluating outcomes” (Association for

Project Management, 2012). It consists of two components – planning and controlling

(Wysocki, 2014).

Cost planning (or estimating) could include different types of costs, such as direct,

indirect, fixed and variable, time-related, labour (Burke, 2010). One of the most

common ways of estimating these costs is creating budget document or a cost

breakdown structure (CBS), which is often based on work breakdown structure. Figure

13 demonstrates an example of a simple CBS for “Bird Box” movie.

Total Budget

$19,781,000

Screenplay

~ $60 700

Production and

Post-production

~ $1 800 000

Main actors

~ $12 000 000

Reservation of credits

~ $2 500 000

Pre-production

~$3 420 000

Figure 12. Cost Breakdown Structure for "Bird Box" (California Film Commission, 2017; Mendelson,

2018; Paysa, 2019; Tassi, 2019)

Nevertheless, within cost management process, a rather more important technique for

“Bird Box” is investment appraisal, which is a tool for identifying attractiveness of an

investment (Association for Project Management, 2012). Indeed, with Netflix being

ready to spend billions a year for its Original content, the budget itself is not such a

significant criterion for the movie (Morris, 2018). It appears that Netflix focuses on what

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content to invest in, rather than how much. Therefore, quality management could be

even more crucial for the service.

4.4.4. Quality Management

Quality management ensures that the end product meets stakeholders’ requirements

and is fit for its purpose (Association for Project Management, 2012). Starting point in

this process is defining conditions of satisfaction (COS), which include quality

requirements (Wysocki, 2014). Table 1 illustrates some of the main quality

requirements for “Bird Box” movie project with quality control plan, which identifies a

way to ensure that the requirements are met (Burke, 2010).

Table 2. Main Quality Requirements for "Bird Box"

Area Task Quality Requirement Control method

Pre- production

Script Engaging, relevant to thriller genre

Review by producers

Cast Famous names with recognised talent and good reputation

Supervised by casting managers

Shooting schedule

Convenient for main actors, efficient

Reviewed and agreed with appropriate stakeholders

Production Shooting Stable picture – camera stabiliser

Supervised by shooting crew and director

Location design Accurate to the script and is carefully maintained throughout shooting

Supervised by props manager, set designers, and director

Post- production

Editing According to the script and within the overall concept and genre of the movie

Supervised by director

Video Picture quality 4K/Ultra High Resolution Review of the file by Netflix

Sound Dolby TrueHD Review of the file by Netflix

Source: (Adapted from Burke, 2010)

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4.4.5. Resource and Procurement Management

Resource management implies acquisition, planning, and allocating internal and

external resources required to deliver the “Bird Box” project (Association for Project

Management, 2012; Haugan, 2011).

In case of Netflix’s project in question, internal resources are basically limited to

providing the platform to promote and demonstrate “Bird Box” movie.

Acquisition of external resources for the movie mainly happens through procurement

process (Association for Project Management, 2012). “Bird Box” is produced by two

production studios, outsourced by Netflix (IMDB, 2019; Project Management Institute,

2017). In turn, these studios and separately hired film director are further outsourcing

cast and shooting locations. Moreover, budget for the movie is approved and defined

by Netflix’s investors.

4.4.6. Human Resource Management

The first and crucial part of human resource (HR) management implies recruiting

people and making sure they are motivated to do the job at a necessary level (Murdick,

1976). People within “Bird Box” project could be divided into core team, meaning

those, who are directly responsible for creating the movie, e.g. actors, director,

production crew, producers, and support team, e.g. administrative departments of

production companies, catering team, cleaners, delivery companies (CoEPM², 2016).

When hiring main members of the core team – lead actress and director – Netflix had

to properly motivate them. Motivation model, which was applied, is illustrated on Figure

13.

NEEDS OR

EXPECTATIONS result in

DRIVING FORCE

(behaviour or

action)

to achieve DESIRED

GOALS

which provideFULFILMENTfeedback

Figure 13. Basic Motivation Model (Adapted from Mullins, 2013)

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While there exist a large number of content theories, which help identify needs of a

person, there is one that summarises most of them – Herzberg’s two-factor theory.

The latter defines hygiene factors, meaning basic needs, such as adequate working

conditions and salary, and ‘motivators’, which include sense of achievement,

recognition, personal growth (Mullins, 2013).

Netflix has rather successfully managed to identify and fulfil especially ‘motivators’

need, when recruiting Sandra Bullock. While appealing to current trend among actors

to engage in streaming media as a proof of their progressiveness, Netflix has also

thought through to hire rather “big” names for secondary roles, e.g. John Malkovich

and Sarah Paulson, thus contributing even more to the reputation of the movie project

(Kenny, 2016; Lee, 2019).

4.4.7. Communication and Stakeholder Management

Project Managers

(Director and Chief

Content Officer)

Screenplay

writer

Novel

author

Actors

Producers

Composers

Filming

crew

Editors Stunts

Investors HR

Accountants

Netflix

CEO

Contractors

Netflix

current

subscribers

Potential

Netflix

ssubscribers

Government

agencies

Netflix

competitors

Figure 14. "Bird Box" Stakeholders' Network Map (Adapted from Larson and Gray, 2018; Project

Management Institute, 2017)

Poor communication may lead to misunderstanding of requirements, unclarity of goals,

ineffective plans and schedules, in other words, may cause project to fail (Association

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for Project Management, 2012). Consequently, the aim of communication

management is to provide and support necessary links among “Bird Box” stakeholders

(Burke, 2010; Project Management Institute, 2017; Wysocki, 2014).

The process should start with identifying stakeholders of “Bird Box” project. Figure 14

demonstrates network map of stakeholders of the movie.

“Bird Box” success may only be guaranteed if all stakeholders are happy with the

project processes and results, therefore their interests are considered in the “Bird Box”

project schedule (Association for Project Management, 2015).

Proper communication could significantly enhance stakeholder management process.

Figure 15 shows justification for different means of communication that were applied

during various stages of this process for “Bird Box”. Each of the types may be effective

or not, depending on specific objectives of the communication (Eskerod and Jepsen,

2013).

Table 3. Dominating Types of Communication with Stakeholders during Project Management Process

Interpersonal communication Impersonal Communication

Scoping (Initiating)

• Informal calls

• Face-to-face meetings

Planning • Face-to-face meetings

• Calls

• Email

Launching (Executing)

• Face-to-face communication on set

• Planning/monitoring software

Monitoring and Controlling

• Face-to-face communication on set

• Planning/monitoring software

Closing • Face-to-face meetings

• Calls

• Email

• Presentations

Source: (Collider Interviews, 2018; Eskerod and Jepsen, 2013; HeyUGuys, 2018; Kinowetter, 2018)

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4.4.8. Risk Management

“Bird Box” as a traditional project should especially be aware of any risks that may

affect it. Risk management process, illustrated in Figure 16, helps to identify and

manage such risks (Project Management Institute, 2017).

Initiate Identify Assess Plan responses Implement

responses

Figure 155. Risk Management Process (Adapted from Association for Project Management, 2012)

Although project managers of “Bird Box” were successful with avoiding major

unpredictable changes during most of the project stages, Netflix did face a rather

manageable external risk at the very end of the project life cycle – California fires

during planned release date (Malkin, 2018). As a result of such environmental disaster,

Netflix decided to postpone movie premiere to late December, thus making it a pre-

Christmas release (Malkin, 2018).

Table 4. Risk Assessment Matrix for "Bird Box"

Risk Categories and Risks

Scope Triangle Elements

Scope Time Cost Quality Resources

Technical N/A N/A Damaged equipment needs to be replaced

Unmet video/sound quality requirements

Equipment unavailability or inaccessibility

Project Management

Change of project manager

Change of project manager

N/A Missed quality review

N/A

Organisational N/A N/A N/A N/A Unforeseen accidents with team members

External N/A Environmental disasters may influence schedule

Environmental factors can damage expensive equipment

Viewers’ Internet connection may compress video quality; Viewers’ hardware may affect sound quality

Unforeseen accidents with team members

Source: (Adapted from Wysocki, 2014)

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Apart from such external threats, risks may come from technical, organisational, and

project management areas (Wysocki, 2014). Table 2 above provides a way of

identifying different risk categories, which have high impact on “Scope Triangle”

elements of “Bird Box”.

No matter what type of risk affects “Bird Box” project, one of the best options to

manage it could be so-called “rapid-results initiatives” method, which implies executing

small, quick projects that are mini-versions of the main project’s result (HBR, 2012).

Such method has proven to be effective as, most importantly, it is results-oriented and

fast (HBR, 2012).

4.5. Closing Process Group

Closing process group, as the name suggests, is the last one in the project life cycle.

Firstly, it involved gaining approval of having met the requirements, which, in case of

“Bird Box” meant gaining approval to release the movie on Netflix (Wysocki, 2014).

Furthermore, closing the project implied conducting post-release audit of the number

of streams, as well as monitoring increase or decrease in the number of Netflix

subscribers, and writing and presenting report of the above to investors (Wysocki,

2014).

Table 5. Project Management Process Group and Knowledge Area Mapping

Knowledge Areas

Project Management Process Groups

Scoping (Initiating)

Planning Launching (Executing)

Monitoring & Controlling

Closing

Integration ● ● ● ● ● Scope ● ● Schedule ● ● Cost ● ● Quality ● ● ● Resource ● ● Communications ● ● ● Risk ● ● Procurement ● ● ● ● Stakeholder ● ● ● ●

Source: (Adapted from Project Management Institute, 2017)

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As it has been mentioned before, although Netflix’s “Bird Box” did not necessarily find

recognition from critics, it managed to achieve record-breaking number of streams in

the first week after being released – 45 million (O’Connor, 2018). Moreover, it has

generated enormous feedback on social media with people creating funny memes and

even undergoing “#birdboxchallenge” (Herbert, 2019). Therefore, it could be

concluded that “Bird Box” project achieved established goal, hence may be defined as

rather successful.

All processes within these five process groups are defined by ten knowledge areas

(Table 3), which are fields of specialisation that are often used in project management

(Project Management Institute, 2017; Wysocki, 2014).

5.0. Conclusion

This report analysed all five project management process groups of the most

successful Netflix Original project by far, a 2018 movie “Bird Box”. Although it appears

to be a rather traditional project, some of its “Scope Triangle” elements, such as time

and cost, seemed to be relatively flexible. Moreover, the lines between these process

groups and stages of the life cycle often appeared rather blurred. Such adaptability

indeed proved to be central to successfully executing the project within rather unstable

contemporary project environment.

In addition, collaborative approach to planning, use of well-suited for film industry

software for scheduling and monitoring the execution, and proper communication with

constant catch-ups on the status of the project clearly contributed to minimising the

number of risks that affected “Bird Box” to only one, external environmental risk, i.e.

California fires, which caused a smoothly handled change in the release date.

Consequently, we may agree with the approach of Wysocki (2014) to project

management – no matter what standards the industry dictates, actual project

management should also consider common sense and unique conditions while

planning, scheduling, and executing the project.

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5.1. Recommendations

The case of “Bird Box” could suggest two major recommendations for future Netflix

projects. Firstly, it is important to choose the right strategy for attracting first-class

actors and directors. Apart from basic financial motivation, another motivator appears

to be highly influential – the desire to be in trend, i.e. having in their portfolio a project

with a major streaming service, and working with other “big” names. Not only is it

effective but it also allows to significantly decrease the budget of the movie, as major

celebrities agree to star for a lower price in exchange for high reputation of a project.

Secondly, closing stage of the project should not end with the release and financial

report but continues with monitoring and actively engaging in post-release audience

discussions and feedback, in particular on social media. It could significantly increase

publicity around a movie and Netflix in general, as well as encourage more audience

to watch it or become subscribers.

5.2. Limitations

Considering certain “backroom” industry standards, such as numerous nondisclosure

agreements, it was rather difficult to access detailed and accurate data on, for

instance, shooting schedule and cost breakdown structure. Nevertheless, the analysis

conducted in the report attempted to minimise dependency on such detailed data,

whilst focusing more on the overall approach and objectives of the project.

In addition, the applicability and relevance of standard project management practices

and frameworks for film industry specifically is sometimes questionable, as the latter

has own well-established tactics and descriptions, hence not always analysis fully

adhered to such theories.

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