Premise: Go to a large furniture and home furnishing store that invites people to come in and hang out, and bring a script, actors and camera and shoot a web soap opera. After all, the displays give you lots of ready made sets, if you don’t mind the price stickers. And by the way, don’t ask permission before going, just do it.
What’s wrong with the above premise? It will bear out the old adage that success is its own worst enemy. I mean, if nobody watches your web show, store management may not figure out what you are up to for a really, really long time and you can make lots of episodes. But where is the reward? You are making a web show because you want to get attention on the web, meaning lots of viewers and people talking about the show.
When you do get attention, store management will know, and you just lost the location for your show. And maybe they will send expensive men in suits who will explain things using big words including “defendant”, “damages” and “trespassing with criminal intent.”
All this is playing out in LA of all places as the gig appears to be up for IKEA Heights after 4 episodes. The show was secretly shot at IKEA in Burbank. The guerilla film makers are at this point waiting to hear from IKEA corporate.
Now, IKEA is no stranger to creative and unusual ways of gaining publicity. But will they embrace this one? That remains to be seen.
And I have to ask, what happened to the concept of asking for permission? If David Seger, the show’s producer, really believed in his concept for the show, why not ask first?