Thriller (Michael Jackson album) video that would appeal to the mass market ended up influencing the way that professionals now market and release their songs. John Landis' production of a mini-movie, rather than the usual short music video, would raise the bar for other directors and producers. Before the success of "Thriller", many felt Jackson had struggled to get MTV airing because he was black. In an effort to attain air time for Jackson, CBS Records President Walter Yetnikoff pressured MTV and declared, "I'm not going to give you any more videos and I'm going to go public and fucking tell them about the
Michael Jackson's Thriller (music video) of not financing music videos itself, instead expecting record companies to pay for them. However, after Showtime, then a new channel, agreed to pay half the budget, MTV agreed to pay the rest, justifying the expenditure as financing for a motion picture and not a music video. MTV paid $250,000 for the exclusive rights to show the documentary; Showtime paid $300,000 for pay-cable rights. Jackson covered additional costs, for which he would be reimbursed. Vestron Music Video offered to distribute "Making Michael Jackson’s Thriller" on VHS and Betamax; this was a pioneering concept, as most videos at the time were