It’s a quintessential Hollywood moment: a star on a soundstage, the focal point of every person and every piece of equipment in the room. The star on this particular January day is Rosario Dawson, the 29-year-old actress who earned her cred as an Uzi-wielding prostitute in Sin City. She’s being filmed against a greenscreen in extreme close-up, highlighting her sculpted cheekbones and olive skin. “We’ve got this joke in vice,” she murmurs in a voice that’s uncommonly sultry for a police detective. “Love costs 10 bucks. True love costs 20.”
In her studded black tunic and high-heeled boots, Dawson is apparently Tinseltown’s idea of how to clean up the streets. “She looks like she can kick some ass,” observes Brent Friedman, the chief screenwriter, who’s watching on a nearby monitor. But even though we’re in a Hollywood zip code, this is no film or television shoot. The rented space looks more like an oversize garage than a studio soundstage. Instead of the usual army of grips and gaffers, the production is staffed by a skeleton crew. And the parking lot outside? Barely big enough for 20 cars.
All of which can mean only one thing: another Web production. Two years after the success of Lonelygirl15 — the groundbreaking YouTube serial that turned out to be not the DIY diary of a 16-year-old girl but the work of three wannabe auteurs in Beverly Hills — Web video has finally captured Hollywood’s imagination. Last year, former Disney chief Michael Eisner launched Prom Queen, a daily 90-second teen drama; Judd Apatow has joined Will Ferrell on Funny or Die, a sort of YouTube for comedy; producers Ed Zwick and Marshall Herskovitz had a modest success with Quarterlife, a Web show about self-obsessed twentysomethings, only to see it flop on TV. But Gemini Division, the sci-fi serial Dawson is shooting today, will be the first Web series to feature a bona fide Hollywood star.
Sure, the YouTube explosion was fueled by amateurs, but it will be showbiz professionals who cash in on Web video. That’s because most big corporate advertisers want a safe, predictable environment — not the latest YouTube one-off, no matter how viral. Once the major brands get on board, millions of ad dollars will follow. Which is why when the writers’ strike idled most of Hollywood last winter, talent agents fielded calls from clients eager to try their hand. At the same time, the fact that a three-minute clip can be shot for as little as $2,000 means Web video will be more open to ambitious neophytes than television ever was — witness the guys behind Lonelygirl15, who now have a second hit Web series called KateModern and a deal to develop more for CBS.
So far, however, this is a gold rush without any gold. Nobody knows how the business is supposed to work — what kind of stories to tell, whether to tell them in 90 seconds or 20 minutes, whether to build a destination site or distribute episodes across the Net, how to generate revenue, how to do it all on a shoestring. The Gemini team is betting they can figure it out. “People ask, ‘What’s your business model?’” says the director, Stan Rogow, during a lull in the shoot. “And I say, ‘This morning’s or this afternoon’s?’ It’s only partly a joke.”
A wiry figure who wears his long silver hair brushed straight back, Rogow is dressed in softly faded jeans and an extravagantly collared white shirt open halfway to the waist, a set of aviator glasses tucked neatly into the V. In an earlier life he was “the king of tweens,” the producer who made Lizzie McGuire for Disney and turned Hilary Duff into a star. Gemini Division is the first of eight Web serials he has in the works at Electric Farm Entertainment, the production company he’s formed with Friedman, the writer, and Jeff Sagansky, a former copresident of Sony Pictures Entertainment and head of CBS Entertainment before that.
Right now they need a distributor, and they’ve been talking with everyone from NBC Universal to MySpace about putting Gemini Division on their sites. Whoever they partner with would sell advertising and maybe even help fund the production. MySpace isn’t offering money up front, but it does sell ads and split the revenue with producers. Eisner partnered with MySpace on Prom Queen, as did Herskovitz with Quarterlife, but Rogow is hoping for a more lucrative arrangement — which is why he has spent half the afternoon squiring around a pair of suits from NBC. The deal he’s discussing would put Electric Farm well on its way to recouping the $1.75 million or so it will cost to make the 50 three-minute episodes Rogow plans to shoot. But the deal’s not done yet.
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