You’ll notice there have been a slew of professionally produced viral videos that seem to have come from nowhere lately.

They’re slick and manipulative (as all good film must be to succeed).

I have a theory about this.

It’s the DVD generation growing up into film makers. One of the great things about DVDs was they felt compelled to pad the content with extras like commentary from the directors themselves.

Which is basically film school for free.

you couple this with the astonishing rate at which digital video cameras have simultaneously exploded in resolution and declined in price, you have the recipe for real change.

now if only these kids could access a worldwide audience.

the internet has shrunk the cost of distribution to nothing. zero.

i remember being slightly disturbed when i saw this online parody of my work years ago.

The production values were intimidatingly good.

The thing about film is it takes skill to do well. But now the hurdles facing film makers have been lowered in ways that would have been unimaginable 15 years ago.


  1. Looks like the niche could be a low rent style. All this slick is making me sick…and I don’t mean in a good way. Super 8 to make a comeback?
    One thing is for sure good storytelling is key.

    • who knows john. I always go for the most beautiful thing i can. and then come up with the opposite of that usually.

  2. LOL Did you do this vinny? or did they steal it like real men of genius do?

    • no howie. that was done by a brand that sucessfully piggy backed off the campaign by putting some money into the production of it. it was nicely done

  3. Interesting post, Vinny. I have a slight variation on your theory. I think it’s not just the DVD generation – but the handy-cam / non-linear editing generation rearing it’s head. DVD commentaries (which I happen to enjoy and leverage as a tool for edification) aside, practice makes perfect. The proliferation of high-quality-low-cost-digital-movie-cameras, and the development of powerful non-linear editing systems that can be packed up onto a laptop, have democratized the process, just as VHS and Super 8 did in years past.

    But beyond the digital revolution – the internet revolution has created a variety of no-cost distribution channels that are in desperate need for new content. And I think that’s having the biggest impact. There always have been, and always will be, people with a gift for visual storytelling. While certainly the barrier to entry in honing those skills has diminished, it still takes a certain amount of time, practice, skill and focus to develop a voice worth listening to. Simply listening to a few DVD commentaries isn’t going to get you from unpracticed novice to savvy storyteller. It’s a process, not an event.

    But if and when you’ve developed a voice worth hearing, it’s becoming easier to project it, and there is a larger, more immediately accessible audience eager to tune-in.

    • i completely agree. you only get good at it by having the freedom to get good at it.

      and you need a point of view first and foremost.

      and then the director dvd commentary makes sense. coz you know what you’re doing. but it is like film school for free.

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