Commentary

Just An Online Minute... 'Jackass' Fans Get Free Streaming Ahead of DVD Release

A few years ago, TV networks began streaming new shows on the Web in advance of their on-air debut. Now, the movie industry is also starting to experiment with advance Web screenings.

Viacom's Paramount Pictures next Wednesday will make "Jackass 2.5" --which would otherwise have gone straight-to-DVD -- available for free streaming at Blockbuster.com. Similarly, Hammer Films in the U.K. said this week it will debut the horror flick "Beyond the Rave" for free streaming in episodic form on MySpace this spring, before it's released on DVD.

Streams of Paramount's Jackass 2.5 will include ads of either 15 or 30 seconds at the beginning and end of the picture, according to The New York Times. After one week, the free "Jackass" streams will end and the movie will be available for rent at Blockbuster.com or sale at DVD retailers.

Coming in the middle of the writer's strike, when at least some members of the "Jackass" audience feel deprived of their regular TV fare, Paramount couldn't have timed this test better. But even without the strike, consumers have already shown they're interested in watching long-form content online, providing the material holds their interest.

Consider, ABC.com has streamed clips of its primetime shows for more than two years now and reports so far have indicated that the exposure doesn't result in a decrease in the TV audience. Other networks followed ABC's lead and now stream many shows that previously were only available on TV.

Whether an online ad-supported model for movies proves successful remains to be seen. But these early experiments don't appear especially risky. Yes, there's a chance Paramount will miss out on some revenue from "Jackass" DVD sales if everyone who wants to watch the movie does so online, but that possibility seems remote. After all, it's only available for free for one week. And time-shifting Web streams presents far more challenges to average consumers than recording TV programs with VCRs or DVRs.

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