Paramount Pictures Digital Entertainment's forthcoming 'Jackass 2.5' movie is to be released entirely online from next week for free, in what is believed to be the first time a major studio has agreed to promote its work without the aid of cinema.
There is a catch, which is likely to be generating some return for Paramount as fans will have to download the Microsoft Silverlight media player in order to take up the "free" offer. But it's certaily very cheap.
This follows Radiohead's online launch of their album In Rainbows. They took an interesting decision, to allow fans to put their own price on the download. In theory you were allowed to select £0.00, but I tried that and couldn't get it to work. Make of that what you will, but I'm sure they generated an incredible penetration and a large number of new converts to their music. I'd love to know the numbers, if anyone has them?
These are great examples of the opportunities the web offers to those who are prepared to think outside the usual constraints. By changing their model to one of low value \ high penetraion at launch, leaders in 2 industries that have spent most of the online revolution predicting that the end it nigh are finding that there is real potential online.
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