October 16, 2007 | Written by Marcy Jarreau
I saw The Darjeeling Limited this weekend. I liked it; I mean I like Wes Andersen movies. Out of fear of sounding uncool, and repeating The New York Times, I won't go into all my feelings about the movie. Wes Anderson is a great director, and it is right to give him thanks and praise.
After the movie, I downloaded Hotel Chevalier, part 1 of The Darjeeling Limited. It's a short that follows one of the main characters from Darjeeling days (or maybe weeks) before part 2 takes place. It isn't necessary to see it to understand the full length movie, though there are a few callbacks, mostly it just gives you a glimpse at a character that is only mentioned in part 2.
So why? Why is there a Hotel Chevalier? What does it give the audience?
Well, one thing it gives is a little Nudatalie Portman. But why have a 13 minute- short available for FREE download on iTunes? What purpose does that serve, when it could have easily been shown before the film or as a DVD bonus?
What's the deal?
Radiohead is offering their entire album on their website and allowing audiences to pay what they want for it. It's creating a lot of buzz because essentially they have cut out the middleman (their record label). About a third of albums were downloaded for free, but I have heard reports that most people are willing to pay $5-$8. And even though it's a lot cheaper than buying an album in stores, the band is going to see a lot more profit from it. So, that makes sense, it's mutually beneficial.
And maybe it's about reaching an audience more directly. Maybe it's about building brand/band/man loyalty. Maybe it's a genius marketing ploy.
Here is what I know--it's working. They are reaching people who won't pay to see a 13-minute movie with Jason Schwartzman and Natalie Portman or buy the latest Radiohead album, but they would see/hear it for free. And hopefully it will leave them wanting more. Which means more tickets sales for concerts, and theater tickets and DVD sales of other films. So yeah, it is Brand Loyalty for them, and for me it's more free stuff.
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