LATEST 'JACKASS' STUNT: THE INTERNET DISTRIBUTION MODEL (BW, VAR, THR, NYT)

By Nancy Vialatte

The latest incarnation of �Jackass� has a new stunt up its sleeve � it�s only showing on the Internet. �Jackass 2.5� will be presented by Blockbuster beginning Dec. 19 and run through Dec. 31 for free. On Dec. 26, DVDs will be available for purchase on the site and in stores and the film will be available for download � at a price � on iTunes and other sites. "It's the first broadband movie ever distributed by a major studio," said Thomas Lesinski, President of Paramount Pictures Digital Entertainment.

The move was announced as a joint-venture between Paramount Pictures and MTV Networks. In lieu of box-office sales, the venture expects to make money from DVD sales, downloads and embedded ads online. The domestic release strategy will be replicated internationally early next year, but with different distribution partners.

A third window opens Jan. 1, when Blockbuster gets exclusive online VOD rental rights via its Movielink download store.

Not included in the distribution scheme is YouTube which remains on the receiving end of a $1 billion lawsuit filed by Viacom this year over copyright infringement.

Lesinski said, "When this idea first came up, it was clear that `Jackass' had a lot of potential on the Internet. First of all, the demographics are just right. And, if you go on to YouTube today, you can see there's lots and lots of (people) doing stunts ... a lot of those people are just copying what the `Jackass' guys developed a long time ago."

This distribution gimmick could prove to be a new model for Hollywood. As the first studio-backed broadband film, the strategy is a shift for a franchise that has delivered hundreds of millions of dollars to Viacom in traditional distribution channels. It could end up a milestone in Hollywood's transition to digital media or an overly ambitious misstep, opines the Hollywood Reporter.

"We're trying to shake up the model," Lesinski said. "We're trying to prove that some form of longform distribution can be successful on the Internet."

David Gale, executive vp new media at MTV Networks Music Group, acknowledged that longform programming is a rarity online, but doesn�t agree that shorter is better.

"People say it's serialized shortform content and that's the way you should see it, but that's not going to be the (whole) future," Gale said. "That's only part of the future."

Other studios have distributed Web-only short films or teaser segments as part of promotional campaigns, but Viacom executives emphasized that this was a stand-alone venture that would pay for itself.

Lesinski added that Paramount is already pleased enough with the interest it generated from Blockbuster and other parties that it's planning to debut more movies on the Net in the future, writes Variety.

�There�s more vomiting, nudity and defecation,� one executive told the New York Times, speaking more candidly than the companies involved had agreed to and on condition of anonymity. �The stuff that consumers really want.�

"2.5" will reunite all players on both sides of the camera from previous "Jackass" films. The franchise has to date averaged nearly $80 million in worldwide gross over two separate theatrical releases.

"2.5" has been deliberately kept under the radar for 18 months. If it succeeds, the novel distribution approach eventually could give the striking Writers Guild a new form of ammunition in their quest for digital revenues.

In keeping with its innovative distribution scheme, "2.5's" marketing strategy is just as unconventional. Rather than employ the traditional yearlong promotional campaign via 30-second spots and print ads, "2.5" will go into viral mode just a week prior to release with a video message from star Johnny Knoxville, a "2.5" trailer and clips. All are timed to capture the attention of the young males home for the holidays. (THR)

It makes sense to test the waters with "Jackass" for a number of reasons. First, production costs were minimal because most of the film is footage that was shot for "Jackass Number Two." In addition, its merry band of masochistic pranksters are something of a precursor to the often rough-edged user-generated content that predominates online. The absence of content restrictions on the Internet also will allow "Jackass" to push the boundaries of good taste even further than before. (THR)

In order to protect children from the graphic content during its free-viewing window, Blockbuster will use an age-verification system that will discourage anyone younger than 17 from seeing "2.5."

Age verification proved to be a stumbling block for another high-profile online content play earlier this year: Budweiser's Bud.TV. The beermaker drew criticism ranging from concerns that registration wasn't enough to shield minors from racy material to objections over the barrier to entry for adults. (THR)

Further, the movie launch will be a curtain-raiser for JackassWorld.com, which will establish a permanent online home for the franchise beginning Feb. 9.

Related Links

New `Jackass' movie to hit Internet (BW)
New 'Jackass' film debuting online (VAR)
Next 'Jackass' pic aimed squarely at Web (THR)
A Chapter of �Jackass� as Web Test (NYT)