I used to find news like this article (about star power being tapped for web video) threatening. Now I find it cute. Because the monetization model doesn’t exist to justify stars. Will Ferrell makes more in an hour than I’ve made in my 2 years and 37 million views.
The industry needs to mature a lot before it can justify stars unless it’s a loss-leader marketing trick to attract people to another place (and remember only about 2% of us will click a link in a video and visit another site). So unless P&G is going to subsidize it in the name of advertising, the stars will be left with some viral success and paychecks that push them right back to film and television.
You’ve been under a rock if you haven’t heard of Pearl the Landlord, but you’re a rare beast if you’ve been back to Funny or Die more than twice since.