Managing collaboration in co-production: the Serangoon Road case

The purpose of this paper is to examine the distinctive nature of the film and television industry that has accounted for the growing phenomenon of international co-productions in recent years. While there has been a growing body of research in the area of alliances and learning, there is little attention given to the dynamics of alliance relationships that take into consideration co-production agreements as strategic forms of co-creation in a highly complex industry such as film and television. This paper adopts a single-case study design through data extracted from interviews with various stakeholders involved in a recent international co-production project (between Singaporean and Australian firms) known as Serangoon Road and combines these insights with literature analysis and web site analysis. Following discussion of the distinctive characteristics of co-production in the firm and television industry, we examine some of the challenges and implications of international co-production for the film industry. Preliminary findings indicate that co-production agreement results in strategic forms of co-creation whenever various stakeholders have an active role in shaping their experiences and ultimately value co-creation in the final product ranging from co-conception, co-design, co-promotion and co-distribution.