03/01/2007 06:58:00 PM 
(1) 
(1) He questions the value of DVDs for content that has already been seen shared and spread virally millions of times.
Borat fits perfectly into today's "snack culture" times, where we are looking to consume morsels of comedic entertainment. Like all grazers, we consume, fill our stomachs and move on because there are abundant plains elsewhere.
With this type of content, the studios are in a catch 22 situation; they need the viral content to promote the movie release, but the proliferation of viral content ends up devaluing the opportunity for DVD release.
We now know there's going to be a Borat 2, so what could Fox do to bridge the gap and seize the opportunity between the viral film and the DVD?
1. Ensure they have masses of content; bloopers, behind the scenes, deleted scenes- simply as much as they can get.
2. Understand the value of the core assets and use them wisely-decide what they can afford to use to spread news of the viral release- given that there will already be high awareness, they probably get away with using on small amounts of content.
3. Start signing up people immediately (now) to a Borat subscription service- it could be part MySpace and part movie site. People pay a low cost subscription fee to access the site, some of the cost could be offset by corporate sponsors.
4. Start selling "snack sized" pieces of content on sites like iTunes- think 20cents, not $11.99
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Borat paysite & snack-priced viral videos? Isch don't think so!