Word: shirtful
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Dates: during 2000-2009
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YouTube stars need to move quickly. This is not only because online attention spans are so short but also because viral videos have spawned a subindustry of viral vultures. Clips get downloaded and reposted without permission, and there are sites that specialize in selling T-shirt designs within hours of a video's meteoric rise on the Web, making money the original stars never...
...Charlie Schmidt, who has managed to make some $20,000 from his truly ridiculous Keyboard Cat video. The graphic designer in Spokane, Wash., digitized old VHS tapes of his cat, Fatso, "playing" a keyboard, a low-tech feat achieved by manipulating the cat's paws from underneath Fatso's shirt. Since the Keyboard Cat video went viral in February, the original has had nearly 3.8 million viewings, with millions more for the remixes. (See videos that have cashed in on the YouTube effect...
...says he wishes he had been quicker to realize the online appeal of his cat - who, incidentally, died in 1991 - as people snapped up domain names like KeyboardCat.com and PlayHimOffKeyboardCat.com So how did he finally make bank? Part of the money comes from a mobile-phone application, T-shirt designs and licensing agreements; he just inked a deal to let a group in Sweden remix Fatso's signature ditty. But the bulk of the money comes from YouTube. In July, Schmidt snagged an invite to the YouTube partner program, which overlays hit videos with related ads and gives the originator...
...with gaseous and liquid CO2, which dissolves dirt and oil. The drawback here is price: a new CO2 dry-cleaning machine can run more than $100,000. Cleaning green "does take longer and cost more," admits Kistner. How much more? Green Apple charges at least $6.16 to clean a shirt using wet methods or CO2. (See TIME's special report on the climate change summit in Copenhagen...
...thing's a phenomenon, and all the analysis of its popularity can't explain or diminish it. Sometimes the best strategy for canny film people is to step out of the way and let a hurricane sweep by. Nobody knows anything, except the customers. And you could bet your shirt on that...