While it’s not out of the realm of reality to suggest that the Man of Steel could rise to the level of YouTube stardom, realizing some of the tricks that Warner Brothers may be using to push the release of the Superman Returns DVD to the top of YouTube’s subscription list opens a rusty can of kryptonite on this whole marketing attempt.
Shmuly points out that there have been over 7,500 subscribers to the SupermanReturnsDVD channel just this week. However, there are only 9 videos in the channel, and there have been less video views than actual subscribers. In other words, more “people” have subscribed to the channel than actual videos viewed, which as Shmuly comments on, is simply ridiculous.
Additionally, many of the accounts subscribing to the SupermanReturnsDVD channel were created within the past week, have no favorites listed, have made no comments, have no friends, and are just linked to the SupermanReturnsDVD channel.
Perhaps even more disturbing in this context is the threats from Time Warner to sue YouTube for use of its material as copyright infringement. Dick Parsons, CEO of Time Warner, said in October:
“If you let one thing ignore your rights as an owner it makes it much more difficult to defend those rights when the next guy comes along.”
Even worse, Mr. Parsons, is when you attempt to game a user generated content site with inflated ratings and created user accounts because your company does not understand community, markets and the future.