Ten years ago I predicted Oscar winners wanted a .movie gTLD. Was I right?

Almost 10 years ago, when DI was barely a month old, I looked at that year’s Oscar nominees and predicted that a .movie gTLD could find some demand in the movie industry. Was I right?
Of course I was. As regular readers know, I’m always right. Apart from those times I’m wrong.
In 2010, there was no .movie gTLD and no publicly announced applications, but I noted at the time that almost half of the 50 nominated movies that year included the word “movie” immediately before the dot.
This year, there were 52 nominated movies across all categories (I’m well aware that this is a pretty small sample size to draw any conclusions from, but this post is just a bit of fun) so one might reasonably expect there to be roughly 25 official sites using .movie domains among them.
There are not. Only nine of the films, including four of the nine Best Picture nominees, use freshly registered .movie domains for their official sites.
These include the likes of 1917.movie, thecave.movie, joker.movie, onceuponatimeinhollywood.movie and littlewomen.movie.
.movie, managed by Donuts, has been around since August 2015. It competes with Motion Picture Domain Registry’s .film, which was not used by any of this year’s Oscars hopefuls.
What about the rest of this year’s nominees? Did they all register fresh .com domains for their movies?
No. In fact, only 10 of the 52 movies appear to have registered new .com domains for their official sites — one more than .movie — including two of the Best Picture nominations.
These fresh .com regs include domains such as parasite-movie.com, richardjewellmovie.com, ilostmybodymovie.com, forsamafilm.com and breakthroughmovie.com.
One movie — Honeyland, a North Macedonian environmentalist documentary about bees — uses a .earth domain.
I discovered today that, rather brilliantly, the Japan-based .earth registry demands registrants “voluntarily pledge to become ambassadors for Earth and do away with actions that harm Earth and its inhabitants” in its Ts&Cs.
So, of the 52 nominated movies, only 20 opted to register a new domain for their official site — down from 24 in 2010 — and that business was split evenly between .com and new gTLDs.
Whether the movies opted for a .movie domain appears to depend in large part on the distributor.
Sony appears to be a bit of a fan of the gTLD, while Fox, Disney and Warner tend to use after-the-slash branding on their existing .com domains for their films’ official sites.
I tallied 17 movies that have their official sites on their distributor’s .com/.org domain.
There are also trends that I could not have predicted a decade ago, such as the rise of streaming services. Back in 2010, Netflix was still largely a DVD-delivery player and was not yet creating original content.
But this year, seven of the Oscar-nominated movies were made and/or distributed by Netflix, and as such the official web site is the same place you go to actually watch the film — netflix.com.
A few of the nominated animated shorts don’t need official sites either — you just head to YouTube to watch them for free.
There are currently only about 3,200 domains in the .movie zone file, about 1,200 fewer than rival .film. It renews at over $300 a year at retail, so it’s not cheaper than the alternatives by a long way.

.film gTLD sees spike after dropping restrictions

The .film gTLD saw a small spike in registrations this week after dropping eligibility requirements.
The Australia-based registry, Motion Picture Domain Registry, went fully unrestricted February 22 and immediately saw at least 100 new names in its zone file.
It’s a small increase, but it meant .film, which sells for roughly $70 (101domain) to $120 (GoDaddy, its biggest channel) a year, topped 4,000 names for the first time.
It has not seen seen any additional growth since the weekend, however.
.film, from its 2015 launch, was restricted to registrants that could show a nexus to the film industry and was touted as an anti-piracy measure.
It does not appear to have been particularly well-policed, however. Its most popular domains (per Alexa rank) appear today to be piracy sites.
Despite the old restrictions, and despite being more than twice the price, .film has so far actually proved more popular than Donuts’ .movie gTLD, which has been wobbling around the 2,000 to 3,000 domain mark for the last couple of years.
I expect this is probably due to the fact that the word “film” means the same thing in many languages, whereas “movie” is a distinctly American English term.

ICANN Compliance probing Hunger Games domain

ICANN’s Compliance department is looking into whether Donuts broke the rules by activating a domain name for the forthcoming The Hunger Games movie.
Following up from the story we posted earlier today, ICANN sent DI the following statement:

We are well aware of this issue and are addressing it through our normal compliance resolution process. We attempt to resolve compliance matters through a collaborative informal resolution process, and we do not comment on what happens during the informal resolution phase.

At issue is whether Donuts allowed the movie’s marketers to launch thehungergames.movie before the new gTLD’s mandatory 90-day “controlled interruption” phase was over.
Under a strict reading of the CI rules, there’s something like 10 to 12 days left before Donuts is supposed to be allowed to activate any .movie domain except nic.movie.
Donuts provided the following statement:

This is a significant step forward in the mainstream usage of new domains. One of the core values of the new gTLD program is the promotion of consumer choice and competition, and Donuts welcomes this contribution to the program’s success, and to the promotion of the film. We don’t publicly discuss specific matters related to ICANN compliance.

I imagine what happened here is that Donuts got an opportunity to score an anchor tenant with huge visibility and decided to grasp it with both hands, even though distributor Lion’s Gate Entertainment’s (likely immovable) launch campaign schedule did not exactly chime with its own.
It may be a technical breach of the ICANN rules on name collisions — which many regard as over-cautious and largely unnecessary — but it’s not a security or stability risk.
Of course, some would say it also sets a precedent for other registries to bend the rules if they score big-brand backing in future.

Is The Hunger Games’ new .movie domain illegal?

Donuts may have launched its best new gTLD anchor tenant in violation of ICANN rules.
The company revealed earlier this week that The Hunger Games movies are using thehungergames.movie to promote the fourth and final installment of the wildly successful “trilogy”.
The domain name even features in the trailer for the film, which currently has over 1.7 million YouTube views.
But it has been claimed that Donuts activated the domain in the DNS two weeks before it was allowed to under its ICANN registry contract.
It boils down to “controlled interruption”, the controversial mechanism by which registries mitigate the risk of potentially harmful name collisions in the DNS.
Under ICANN’s rules for CI, for 90 days registries have to implement a wildcard in their zone file that redirects all domains other than nic.[tld] to 127.0.53.53 and your-dns-needs-immediate-attention.[tld].
“The Registry Operator must not activate any other names under the TLD until after the 90-day controlled interruption period has been completed,” the rules say, in bold text.
Donuts’ .movie was delegated on or around March 26, which means when thehungergames.movie was activated there were still about two weeks left on the .movie CI clock.
As far as I can tell from reading ICANN documentation on CI, there are no carve-outs for anchor tenants.
The .movie zone file has five other domains related to The Hunger Games in it — the only names other than nic.movie — but they don’t seem to resolve.
There’s no actual security or stability risk here, of course.
If .movie had used the old method of blocking a predefined list of identified name collisions, thehungergames.movie would not have even been affected — it’s not on .movie’s list of collisions.
However, if ICANN decides rules have been broken and Donuts is forced to deactivate the domain, it would be a painfully embarrassing moment for the new gTLD industry.
It can perhaps be hoped that ICANN’s process of investigating such things takes about two weeks to carry out.
I’ve contacted Donuts for comment and will provide an update if and when I receive any additional information.

The Hunger Games is first to use a .movie domain

Donuts has signed up an impressive anchor tenant for its upcoming .movie gTLD in the form of The Hunger Games series of movies.
thehungergames.movie is one of just a handful of domains in .movie, which is currently pre-sunrise, indicating that it’s a deal Donuts has negotiated directly with the film distributors.
The Hunger Games is a series of inexplicably successful science fiction adventure films, starring Jennifer Lawrence, popular with teenagers.
The first movie in the series fetched a whopping $691 million in box office receipts.
A trailer for the fourth and final movie in the series was released today, and it’s the first to carry a .movie domain.

You’ll notice that the Facebook and Twitter addresses and suggested hashtags take precedence over the domain, but that’s understandable given the target demographic.
For Donuts, it’s just about the best anchor tenant it could have hoped for — a mass-market popcorn movie aimed directly at the people who will be buying their own domains in a few years.
People in the movie business will no doubt notice also, which in the short term could be more important. Sunrise starts next week.
Here’s the trailer.

Four new gTLD applications withdrawn, including one closed generic

Four new gTLD application were withdrawn overnight, including the first “closed generic” bid to be dropped since ICANN implemented a freeze on such applications.
Today’s withdrawals are:

• .movie — Of the eight applications for this string, this Dish DBS bid was one of only two proposed with single-registrant business models. It would have undoubtedly have been captured by the current ICANN hold on closed generics.
• .chesapeake — A dot-brand filed by Chesapeake Energy. It had already passed Initial Evaluation. While arguably a geographic string, it had not been classified as such by ICANN and had no objections or GAC advice.
• .chk — An abbreviation of the above, matching Chesapeake’s stock market ticker symbol. It had also already passed IE and had a clear run at delegation.
• .kerastase Yet another L’Oreal dot-brand application, the sixth of its original 14 bids to be withdrawn.

The total withdrawals to date now stands at 94, 49 of which were uncontested.

Afilias dumps .mail bid, and three other new gTLD withdrawals

Four new gTLD applications have been withdrawn so far this week, including the first to come from .info operator Afilias.
Afilias has pulled its bid for .mail — the second applicant to do so — due to the number of competitors for the string.
A spokesperson said in an email:

The company felt there were simply too many groups in contention for this domain and we’d rather focus our energy supporting and helping to grow the .POST domain, for which we are the [technical services provider].

There are now five applicants competing for the string, including Google, Amazon and Donuts, but they’re all facing objections from the United States Postal Service and the Universal Postal Union, which runs .post.
Elsewhere this week, Directi has ended its bid for .movie, a contention set with seven other bidders.
The company declined to comment on the reasons for the withdrawal, so we probably can’t entirely rule out some kind of partnership with one or more other applicants.
Today we’ve also seen the withdrawal of applications for .ltd and .inc, both belonging to a Dutch company called C.V. TLDcare. I don’t know much about these guys, other than it used OpenRegistry as its technical partner and that .inc and .ltd were its only two applications.
Interesting fact: not a single “corporate identifier” application (.llp, .corp, .ltd, .inc, .llc) has passed Initial Evaluation yet, but seven applications have been withdrawn.
It’s a controversial category, with many US state attorneys general very unhappy about any of these strings being delegated without safeguards.
The latest four withdrawals bring the total to 63.

Directi expects all 31 of its gTLDs to be contested

Directi has applied for 31 new top-level domains and expects all 31 of them to be contested, according to CEO Bhavin Turakhia.
The company has budgeted $30 million for its unashamedly mainstream portfolio of applications – which includes the likes of .web – but that’s not including what it expects to spend at auction.
“I expect there to be contention in all of them,” he said. “Whether they will end up going to auction… we’re completely open to strategic partnerships with other industry players who we believe can add value and join hands with us, based on merit. We’ll be evaluating this on a case by case basis.”
“Something like a .web, there’ll be enough competitors out there that it will certainly go to auction, no matter what,” he said, adding that he expects at least 10 rivals for .web.
Directi has applied for: .web, .shop, .bank, .law, .music, .news, .blog, .movie, .baby, .store, .doctor, .hotel, .play, .home .site, .website, .click, .online, .one, .ping, .space, .world, .press, .chat, .city, .deals, .insurance .loans, .app, .host, and .hosting.
The company is applying via its new business unit, Radix, using ARI Registry Services as its back-end registry provider.
Turakhia said he expects to use a traditional registry-registrar model for most of the domains, assuming Directi wins its contention sets.
“The strings that we have gone for are strings that are relevant to all registrars so we expect there to be significant adoption,” he said.
“If eNom were to apply for .web and .shop – and they probably will – and if they were to win those TLDs, then our registrar businesses would definitely carry them irrespective of the fact that we have our own TLDs,” he said. “There are only so many good viable strings out there.”
Most of Directi’s gTLDs, if approved, will be completely unrestricted.
For .movie, .law, .doctor and .bank there will be some tight restrictions, Turakhia said. (UPDATE: he later added that .insurance and .loans will also be restricted).
Some will also have additional rights protection mechanisms that go above and beyond what ICANN mandates in its standard registry contracts.
But none of its applications are “community” applications, the special category of application defined by ICANN.
Turakhia said he doesn’t think some of the applicants trying to “sneak through” as community applications will be successful.
“We’re treating these as all generic strings for anyone to register domains in,” he said. “.music for me does not represent a community. I could be a bathroom singer and want a .music domain name.”
“If you treat music lovers as a community then 100% of the world is part of that community.”

Big Content issues gTLD lock-down demands

Twenty members of the movie, music and games businesses have asked ICANN to impose strict anti-piracy rules on new top-level domains related to their industries.
In a position statement, “New gTLDs Targeting Creative Sectors: Enhanced Safeguards”, the groups say that such gTLDs are “fraught with serious risks” and should be controlled more rigorously than other gTLDs.
“If new gTLDs targeted to these sectors – e.g., .music, .movies, .games – are launched without adequate safeguards, they could become havens for continued and increased criminal and illegal activity,” the statement says.
It goes on to make seven demands for regulations covering Whois accuracy, enforced anti-piracy policies, and private requests for domain name take-downs.
The group also says that the content industries should be guaranteed “a seat at the table” when these new gTLD registries make their policies.
The statement is directed to ICANN, but it also appears to address the Governmental Advisory Committee, which has powers to object to new gTLD applications:

In evaluating applications for such content-focused gTLDs, ICANN must require registry operators (and the registrars with whom they contract) to implement enhanced safeguards to reduce these serious risks, while maximizing the potential benefits of such new domains.
Governments should use similar criteria in the exercise of their capability to issue Early Warnings, under the ICANN-approved process, with regard to new gTLD applications that are problematic from a public policy or security perspective.

The statement was sent to ICANN by the Coalition for Online Accountability, which counts the American Society of Composers, Authors and Publishers, the Motion Picture Association of America, the Recording Industry Association of America and Disney among its members.
It was separately signed by the many of the same groups that are supporting Far Further’s .music application, including the American Association for Independent Music and the International Federation of the Phonographic Industry.

Oscar winners show desire for .movie

As a bit of a film buff, I’ve always thought the case for a .movie gTLD was a slam-dunk.
I’d really rather see movie posters containing URLs like sherlock.movie rather than sherlock-holmes-movie.warnerbros.com.
I thought I’d figure out how many of last night’s Oscar nominees managed to secure movietitle.tld for their official web sites and how many went for other options. (continue reading)