Timo Argillander, Executive Chairman of Marty Supreme financier IPR.VC, told an audience of industry professionals this afternoon at the Berlinale that his company will soon dedicate greater investment to new media forms distributed on short-form platforms like TikTok.
“We can clearly see the emergence of lots of very short-form content. Content that is being distributed in a very different manner,” Argillander said, adding that IPR is currently running an internal research initiative called IPR Lab on how best to approach the shifting landscape.
“Looking at the research, we estimate that in a few years, 25% of media and entertainment will come from new types of media, by which I mean distributed on services like YouTube and TikTok,” he said. “It might not be just the content itself, but IP brands, and could be expanded to live experiences where people are paying more for your content.”
However, Argillander clarified that IPR firmly believes “film will continue” to grow as a popular art form, which they plan to invest in. But in 2026, they plan to also launch a new dedicated fund for new media content.
On the curious topic of IP and brands, Argillander said that he and his team at IPR have been surprised to discover that significant portions of the revenue they have earned on certain projects have originated from merchandise.
Argillander didn’t name the project but said on one particular project, “12% of our return has come from merchandise, selling gear like baseball caps.”
Argillander transitioned into the Executive Chairman role at IPR in January. Andrea Scarso, who joined the company in 2023, has become Managing Partner. Argillander co-founded IPR.VC in 2014, alongside Tanu-Matti Tuominen and Jarkko Virtanen, with a focus on Finnish content, which rapidly broadened out to include international projects.
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