The (Un)Lucky Ones

Visit MeetTheLuckyOnes.com and you get thrown to a subpage of the Mercury website that is just another clone of BMW Films, but without any apparent connection to the brand.

Admittedly, I haven't seen explored all of these mini serial Royal Tannenbaum/ I Heart Huckabee's movies, but I can't imagine I'm alone in turning away after trying to comprehend the idea.

Are audiences ready for branded entertainment? Yes. Are they interested in compelling content that might be selling them something? Yes. Will they beat down your door just because you put a crap load of money into quirky webisodes? Let's see.