Wright of Way

Monday, October 31, 2005

It's Scary When I'm Right

I hate to say I told you so, but...

A few weeks ago, in a "Wright of Way" posting titled, A Lost Marketing Opportunity, I wrote about how the hit ABC series "Lost" missed a huge chance to pull in new viewers by answering some of the questions of the show through an online experience.

Well in today's Online Media Daily, there is proof that this would have been a great strategy. The article, titled, "Traffic Surges at TV Sites" talks about the growth in the number of viewers going to network and show sites to find out more about the characters, plots and upcoming episodes. Or in "Lost's" case - how many weeks they're taking off before some more all-new episodes.

This is another cog in the wheel of change. The web sites are an amazing place for shows to put content. It's all going to be the same eventually - why not begin the inevitable and cross-promote TV and online to garner more fans and more loyal fans. Turn fans into fanatics and fanatics into VPs of Ideation. In other words, let the people that are most into the show cast their footprint on the future of the show. This can only breed more devoted following and probably prevent the content from becoming too formulaic and predictable.

Wednesday, October 19, 2005

No Way for Blu-Ray

I was reading an article recently in BusinessWeek about the ongoing argument between Sony (and its gang) and Toshiba (and its gang) over the competing interests of the next generation DVDs.


The article, aptly titled, "Blu-Ray vs. HD DVD" went into eggregious detail about the benefits of both and who's lining up to support which technology. Interesting to see the history and politics play out. It kind of reminds me of a WWE Royal Rumble.

Basically - Sony's version (Blu-Ray) is the cornerstone for the new PS3 due out next year, and will allow a ton of space on each disc. Plus, the movie and gaming studios like this one because it's going to have beefier piracy controls. Microsoft's version (HD DVD) will have arguably better quality, although not as much space on each disc.

But here's why this entire debate doesn't even really matter.

#1 - As we've seen with the recent iPod Video launch - and my even more recent blog posting - discs are merely another consumer electronics technology that will eventually go the way of the vinyl record, 8-track, cassette and VHS tape. If I can download an episode of Lost or buy my favorite song from the Black-Eyed Peas, then why should I rearrange my schedule to be home at Wednesday's at 9pm or buy 12 other songs I really don't like? With content On Demand, individually priced and mobile...I can interact/view that content when and where I want. CDs and DVDs are too limiting.

#2 - With all the big players lining up across from each other, the attention seems to be diverted from the one company that will make or break this whole discussion. Wal-Mart. According to a July 20, 2004 post in the Movie Marketing Blog (great read, btw), Wal-Mart accounts for 37% of DVD sales in the U.S. So goes Wal-Mart, so goes the decision.

My suggestion to Sony? Be sure and make the Arkansas Razorbacks nearly unstoppable in the 2007 edition of NCAA College Football.

Monday, October 17, 2005

Podcasting - Is it for Real?

Saw a great article that sums up the podcasting debate very well. In Jason Heller's article, "The Podcast Bandwagon," he makes a lot of good points. Podcasting is new and exciting. Yeah, that's great. But it's not for everyone and every situation.

I had a F500 client tell me that they wanted to do a Podcast next year. Why? Because it's the latest rage. Not necessarily the strategy I was hoping to hear - nor would I pin my hopes and financial projections on that strategy either.

That being said, there are a lot of great podcasts out there. From the very out there to the very interesting (depending who you are). If you're a broadband fan like me, you'll love Joseph Jaffe and Steve Rubel's podcast, aptly titled "Across the Sound" because they live across the sound from each other up in the Northeast. Damn Yankees. It's a look at the big things in media and marketing from their perspectives. Good stuff.

You can also check out the AMA Atlanta podcasts - I host this, in the spirit of full disclosure. We try to record as many of our speaking events as possible. This is a very basic podcast with a little post-production to trim it down and distill the really important points. Any comments are certainly welcome. Check it out.

Anyway, I digress. Podcasting is another great invention, but like all other marketing strategies and tactics, you need viewers (listeners, technically). That means drive-to. Think of it as radio On Demand. And you know how much radio devotes to self promotion. The big question is, will this phenomenon survive? Is it real?

It's still about the content.

Friday, October 14, 2005

A Walk to Truly Remember

Mandy Moore movie jokes aside, the launch of the video iPod is probably going to be one of those milestones that we see in BusinessWeek a decade from now. It is truly remarkable. Not because Steve Jobs is such a genius (which I hear he is, in his own right), but because it gets the marketing nirvana end game rolling.

I don't own an iPod, and my interaction with iTunes hasn't been great to date, but the big deal with Video iPod's launch is the ability to download and time-shift content whenever and wherever you want. I do have iTunes, so I can still take advantage of the new video content.

Maybe Joseph Jaffe was right. Traditional TV looks like it's taking a few shots to the body. It's wobbling, but certainly not down for the count just yet. Getting episodes of Lost or Desperate Housewives is one thing - a good start - but it's got a long ways to go. In a few months, they'll add more content and slowly build a collection to where I don't even have to worry about making it home by 8 to see Sex and the City (again), or the latest WWE episode. I can download it and watch it in small increments throughout the day. On my lunch break, before a meeting as I'm waiting for my boss to show up.

It's all about efficiency and freedom. Make the most of my time and do it anywhere I have the opportunity and the inclination. That's what this milestone is all about.

Monday, October 10, 2005

The "Lost" Marketing Opportunity

Like millions of Americans, I'm a huge fan of the ABC series, "Lost." Last week's episode - I won't spoil anything - furthered the storyline about the underground tunnel system. For those of you who haven't about this show and don't know anything about it, here's a quick synopsis. It's the story of a group(s) of airline passengers who are literally lost on an island after their plane crashed on the way from Austrailia to U.S.

Anyway, the series is a mystery/drama and propels the story by introducing new and interesting plot twists and questions. Where are they? Who else is on the island? Will they be saved? Who can they trust? Ad infinitum. This past week, the screenwriters introduced a character who pointed some of the lost survivors to a film reel that provided some background and exposition as to where they were and what the purpose was behind the underground tunnel system, aka "the hatch". Here's where I think ABC missed a huge marketing opportunity.

Instead of showing us the footage on the show...end with that and drive people to the ABC website to see exclusive clips. Or make another microsite with in-depth info. It would be a boon for this top-rated show. And think of all the cool stuff that ABC could do with this? Premium membership, advertising, sponsorships. Get viewers to submit storylines, film storylines, etc. Instead - they chose the tired and typical route - show everything on TV and wait for unofficial message boards to continue the dialogue.

Now is this move going to slow down this juggernaut? No, but it missed a big opportunity to strengthen its cult status with the power of the broadband web.

Friday, October 07, 2005

This is how to promote a movie

I've read a lot about movie marketing over the past 2 or 3 years. I even studied film and script writing in undergrad at UF (www.ufl.edu). But man, this is the way to get people jacked up about a movie.

Check out this clip for the movie Serenity, directed by Josh Wheedon. [As of November 2005, this link has been taken down since the movie is currently in theatres - I'm trying to find another clip.]

I'm not much of a Sci Fi guy, but the way that the movie brought you right into the story and then gave you an immediate twist right in the first 2 minutes. Very nice. And the writing got the story moving right before page 10 (just like they teach you to do in film school). As a general rule of thumb, every page of a screenplay translates into about a minute of screen time. The call to action is set...and it leaves me hanging...wanting...no daring me to go and see the rest of the film.

Forget trailers which are often either a discombobulated mixture of clips and highlights, or a quick synopsis that all but give away the story. Write a great screenplay, and then give me one heck of a hook to pull me into the story and make me want to pay $8 plus popcorn to see the rest.

Nice job. This is how to promote a movie.

Monday, October 03, 2005

AMA Blog Conference report

Just went to this blog conference as part of the AMA in Atlanta (www.ama-atlanta.com). Good stuff. Learned a lot about blogs - knew some of it already since I work in the space. But I'm by no means an expert.

They kept saying that blogs will change your life and change business. I guess for some people. There is always an example out there, but I don't know about the life-altering status that some of these speakers were talking about.

The Delta flight attendant is using blogs successfully. So is the guy who works at Indium (www.indium.com), who also authors the McChronicles blog. Interesting stories there, but blogs are really great for a certain number and type of person/company.

Like most things - in moderation, it's great.

Anyway, that's my 2 cents...for what it's worth.