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Reel Black - A New Audience Currency That Is Transparent And Spendable

You may not know how valuable your viewing data is, but rest assured that your cable and streaming providers do. It’s so valuable that it’s literally called “currency” by the world’s largest company in audience insights – Nielsen Holdings ($9.7B market cap).

The Reel Black (RLB) token is a new type of advertising currency that will present an alternative to Nielsen’s out-dated C3, C7 (linear viewership within the three or seven days, respectively) with real-time, pseudonymized viewing data provided by the viewers themselves as they watch Streaming Video On Demand (SVOD) services across all viewing platforms. 

What makes this a revolutionary approach is that instead of viewers giving away their valuable viewing data for free, they can now be paid for it using a novel form of digital asset that is both liquid and a store of value for the following IP:

  • Viewer data
  • Enriched analytics
  • Reel-funded films, series, and branded content

Our initial product is a free Chrome browser extension called Reel Pass, currently available for free in the Chrome Web Store. Future iterations will reach across all viewing platforms from smart phones, tablets, and laptops to smart TVs. 

By using Reel Pass to share their anonymized viewing data, users earn Reel Black tokens which can be converted to dollars via a crypto debit card issues by The White Company (coming this fall). 

Viewer data is strictly limited to program title and episode, video ID, and interaction with the controls of the embedded video player in the browser. No personally-identifiable data is collected. This anonymized data is aggregated and stored in the Reel Movie Database, enriched with cast and crew data from other sources, and is made available via subscription to studios, agencies, and other commercial customers.

78% of the income received in all data sales are divided between the users who contributed the data and the Reel film fund, used to finance projects by independent filmmakers. By using the same Reel Black token for payments to users and funding for filmmakers, we build value in to the token and it becomes a liquid asset that has the benefits of stock with the convenience of currency. 

The Reel Cash film fund will provide a one-stop shop for the financing, insurance, bonding, production, and distribution of projects end-to-end. The film’s value as a form of intellectual property becomes an underlying asset for Reel Black, much like the days when it was common for a nation’s currency to be backed by gold reserves.

When Reel Black tokens are given to users as payment for their viewing data, and users give it to filmmakers to create new content, and filmmakers give it to production services companies to fulfil their creative vision, and the completed work can be seen in theaters or online, paid for by that same token, we will all have initiated a revolution that gives everyone the ability to enjoy and profit from the movies and programs that we all love.

A Use Case

Imagine If

Imagine if Black Panther had been funded using Reel Black tokens, and that over the next two years from pre-production to the finished print, everything was paid for using Reel Black tokens via the White Card™ (over one hundred different companies were involved), that when it was released in theaters, moviegoers paid for their tickets in Reel Black tokens, and that anyone, anywhere in the world could financially benefit from Black Panter’s box office success merely by holding those tokens like they would stock. That’s both the promise and the capability that we have today with Reel Black.

The White Wallet™ and White Card™ are owned by The White Company, the first trusted USD-backed platform with all the advantages of blockchain and stability of the U.S. dollar. 

Most of the world’s population has no experience with crypto wallets and exchanges, so we have streamlined and internalized those processes. With Reel Black (RLB) and the White Standard Dollar (WSD), we have eliminated the fear of the unknown and well as the risk that most people associate with this new technology; a critical component before mass adoption of any cryptocurrency can occur.

Over 100 years of combined filmmaking experience

Our Founders and Advisors have worked on over 300 films including

State-of-the-Art Audience Intelligence

Audience Insights as Currency

How It Works


Our Chrome browser extension Reel Pass enables users to anonymously share their Netflix and other viewing data with our Reel Data Management Platform (ReelDMP) by modifying some of the Elements in the video player. For example, here’s a screen capture of “Bright” playing on Netflix in the Chrome browser with the JavaScript console opened for the viewer. 

Every Netflix extension such as Super Netflix, Netflix Categories, Super Browse for Netflix, and others operate in a similar way. The most important issue for us is to protect user privacy, and fortunately, no personally-identifiable data is collected. Here is a list of what we collect while you’re watching Netflix, YouTube TV, or other SVOD platforms.

  • The name of the movie, streaming series, or video ID number
  • If a series, then the season number and episode number
  • Your interaction with the video player's controls (Start, Pause, Stop)

Your Privacy Is Assured

The only identification that the Reel Data Management Platform has for any given user is the wallet ID provided when the Reel Pass token is installed in the user’s browser. We don’t ask for nor do we collect any PII on the user except for the KYC/AML data and the accredited investor questionnaire. Both of those processes are handled by a different company. Since we only know you by your wallet ID, you can trust that your viewing data can be shared without any possibility of your privacy being compromised.

Streaming Subscribers

Millennials are the most desired segment and the hardest to reach

18-34 year olds
35-44 year olds
46-54 year olds
55-64 year olds

Problem: The most desired audience for advertisers (18-34) have either cut their cable subscription (cord-cutters) or never had a cable subscription (cord-nevers). Nielsen and ComScore get their data from cable subscribers. How can advertisers and content creators get accurate viewing data in real-time?

Solution: Reel Black – a new currency model that incentivizes viewers to sell their viewing data and participate in content creation as well.

The Founders

Meet The Team

Jeff Carr

Founder and Managing Director

Rez Khan, PhD

Co-founder and Lead Developer

Bianca Goodloe

Acting General Counsel

J Allen Dove

Chief Technology Officer

Nick Geoca

Software engineer

Joel Lambert

Actor, Co-founder, Member - Board of Governors
The Advisers

Meet The Team

Alex Ferguson

Chief Financial Officer

Art Richards

Blockchain Advisor

Echo Charles

Video Production

John Baldecchi

Advisor and Member, Reel Cash Board of Governors

Lex Sokolin

Blockchain Futurist and Entrepreneur

Mike Smith

Co-founder; Director, Stunt Coordinator

Learn More

“All new ideas begin in a non-conforming mind that questions some tenet of the conventional wisdom … Good ideas are not adopted automatically. They must be driven into practice with courageous impatience.”

Admiral Hyman Rickover wrote those words in 1963 in his essay “The Decline of the Individual“. In that spirit, we offer two documents that take a deep dive into what we are aspiring to with Reel Holdings, LLC and Reel Cash Black.