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Idea IS the format

The occasional downtime of Daniel W. E. Light
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Tuesday, 1 July 2008

The truth is in here...



So this is new. It's the brainchild of Seesmic, Fox and Gia Milinovich, the latter being a blogger friend and collaborator on the Indy 4 video junket:

The embeddable version of Seesmic is a bit clunky generally, but what does that matter? What's of interest is that this is a smart little mash-up of that stalwart unit of movie marketing currency, the trailer, and the current trend for (pseudo-)threaded video conversations.

From what I understand the plan is to release a series of X-Files video clips and to drive online conversation and community around these through the player. It will be interesting to see how many 'X-philes' feel compelled to join the discussion, but from what Gia says this has already been embedded over 2,000 times, and I know from our own experiences working with movie widgets that this is a very respectable number, especially after such a short space of time.

CORRECTION: This stat actually refers to the text chat widget shown below, and the total figure is 2,300 at present, apparently:



Gia's been doing some very inventive things in the social media movie marketing space for some time, as you can see from her blog; she manages to keep a foot firmly in both camps, which is not always an easy thing to do. I've never been a major X-Files fan, but I still get a major kick out of seeing how the web can bring people together around a common interest, and create a new medium in which for them to share ideas and forge friendships.

That, for me, is what social media is all about.

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posted by Dan Light  # 15:02
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