As a native Angeleno, the business of my hometown is entertainment. Naturally, I’ve done work for the studios, as have most local marketing researchers. While highly creative in some regards, it’s a fairly conservative industry. That’s one of the reasons why we see so many sequels and remakes.
For sentimental reasons, I wanted to see “Fame” remade. I loved the original – kids with a dream going for it. But did I get to the theater to see the remake? No. I was at home watching “So You Think You Can Dance,” a real-life show where kids with a dream go for it – and then some: once the top 10 dancers have been selected, I get to vote.
And that’s what the studios missed. Today, I get to interact with the concept of the original film. I get to help a kid realize his or her dream.
Once consumers get a taste for interaction, whether it’s a fan page on Facebook or voting on “American Idol,” it’s hard to get them to go back to the simpler days when they had no impact on something familiar.
The good news for the studios is that “original” can still trump “interaction.” “Fame (2009)” was neither original nor interactive.
Are these consumer insights part of the entertainment industry’s “new rules”? Let me know what you think.