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Technology Stocks : Aahh...iNEXTV (AXC) The NEXT Thing!
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To: Ed Perry who wrote (3739)5/16/2001 2:45:36 PM
From: killybegs  Read Replies (1) of 4169
 
Slam Bam

A dirty little secret of streaming media is that most people click away from online video within just a few minutes, or so the Eyeball has been told on the sly by several people in the industry. Few short form Web films or cartoons have seriously considered what is possible within the fleeting attention spans of onliners. So it's refreshing to see old pro John Frankenheimer show the upstarts how it's done in "Ambush," his short for BMWfilms.com. The 2-3 minute piece is a model of compressed storytelling. Essentially a car chase, it establishes character, threat, and motive within seconds to crank up absorbing action sequences in the first moments. The tempo eases only in the last twenty seconds, at which point it's impossible to click away without seeing the resolution.

Not surprisingly, this little bit of Web theater is really an ad, the first in a series underwritten by BMW and made by high-profile directors like Ang Lee. The Beemer that our hero drives is the real star. Its accoutrements are interwoven with the action and the car continues to gleam despite countless collisions and gunfire. Several lessons here. Web filmmakers should begin to think more like ad creatives. Advertising can be entertainment; this is a good story. And a BMW can take a strafing as well as any Panzer division. (Lisa Mortman, Rubenstein Associates, 212/843-8280, lmortman@rubenstein.com, for bmwfilms.com)
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