Hmmm... Probably 20 bucks, maybe 25 for any movie. I mostly judge based on how good it looks (i.e. does it have a badass trailer?), not who shot/edited/produced, etc. it.
That said, I've never paid more than 10 or 15 Canadian, so maybe I should say 15 bucks. Anything over 30 is in my mind outrageous (not that I don't respect that there are a lot of costs associated with putting out a ski movie; I don't think there is some dude making a killing off expensive sports films, I just think it's crazy).
I do think free content is the way to go. You can argue as long as you want that it's not feasible, but I guarantee you it is and that you may as well start practicing now, because this is the way of the future. With the proper knowledge of how to obtain funding/sponsorship, promote, market and manage your financials, it is most definitely possible to cover the costs (yes, including actually paying people - i.e. it can be done professionally) to put out a great film.
It's impossible to continue holding onto our old views of ownership, product and information in the network era in which we are currently living. It's already happening a lot. If you feel the need to receive payment from public customers, you need to have a tangible product or service. I still think there will be a market for some solid dvds. Generating revenue through launch parties or something to supplement the advertising cashflow.
Just my thoughts.
