March 15, 2010

How can you bring down the death rate of a viral?

Last week, we'd suggested that perhaps the way to handle a ‘viral’ when you're plainly told to make one is to follow the pulse of the people like movie makers do. And then some.

So what do movie makers do?

- They base their story on a sentiment they can tap over and over again. It could be feelings of tenderness, sadness, nostalgia, euphoria, unadulterated joy, personal experiences, physical feelings, secrets, power, triumph...

- They give it a totally different take - reverent (The Godfather), irreverent (Life is Beautiful), inspiring (Gladiator), light hearted (Click)...

- Then put their heart and soul into making the best movie in all aspects - script, direction, cast, camera, lighting, music, editing...

- And for all this they take their time. At least for the successful ones. Time to better. Time to redo bits. Time to chop off the irrelevant. Time to tighten the story. Time to re-enact.

- It hits the screen only when everything is hunky-dory. And when it's had a pre-screening where the audience reaction is carefully monitored and acted upon.

- Oh... and the name of the movie doesn't appear permanently on screen in some ostensibly unobtrusive corner.

- You don't get occasional pop ups on screen to remind you that the movie is made by a certain studio. The studio actually downplays itself, but for the dazzling special effects animation of its logo, right at the beginning. And a whisper of a logo at the end when the credits have rolled by.

- You are not reminded overtly of the numerous successful movies that the studio has made.

- Instead, every genuine attempt is made to convey a single message as lucidly and powerfully as possible.

- Once the Saturday movie is over Judy gushes about it to her friends, she blogs about it. And the first thing she asks on a Monday morning is "Have you seen.... (enter movie title here). Judy drives her friends to the studio. Her friends drive their friends and family and so on.

Tada! A viral!

Could this be done for a viral, to actually make it go viral and serve its sole purpose of being? Is this a possible way to reduce the appalling death rate of a viral?

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