look for lots more little snakes

08/31/2006 06:12:00 PM
People are screaming and pointing at Snakes on a Plane as an example of the weaknesses and failures of this new Web 2.0 world, when in fact, they should be applauding this little blip.

At least that's a view that Influx shares with Bubble Generation, who wrote a nice post about this very subject.

We think BG is spot on in their analysis that suggests the studio's ROI for this project was pretty high. The failing is our language and understanding, we believe that a total box office of less than $120 million is failure. This is only because the media has brainwashed us into believing that bigger is better and failed to school us on the finer details of economics and rates of return.

SOAP might be the first entertainment example of a web-driven blip, but there are a host of non-entertainment brands that would love to be able to find the same magic recipe. This is all about making use of The Long Tail and not thinking about big hits, but instead profitable blips that you can produce quickly, easily and cheaply.

In the near future, we might not see SOAP as a failure, but as an iconic case study for a new type of product launch that broke many of the expected paradigms in its development and marketing; with the creators and the audience collaborating to get a product to market.

It's great that business leaders and middle managers are making The Long Tail a best seller, but its one thing to understand the concept and another to put it into action. Our business culure needs to change, this means changing the language, lowering expectations and looking at ROI because this is going to be the only way to create, manage and sell these profitable blips.
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