We are all struggling to find a way of making content valuable again. When it was scarce and you could only see it on a big screen or on your TV on a certain channel in a certain place at a certain time – the content had the value of scarcity. But now….? With as much content being posted on the web in a week that was on the air in a year back on the TV times of the 1970’s, where is the value?

Dr Horrible may be showing us one way.

This amazing film was launched this week for free in the 3 installments on the web. Come next week it will no longer be available – at least for free.

In the few days it has been available, it has caused a firestorm. First of all – it is very well done indeed. So there is the essential quality.

The makers are using all the rules of the 2.0 world.

• The have not negotiated with the 1.0 world for distribution
• They are using Hulu to show the web version
• They will be using iTunes to distribute the paid version
• And marketing? Of course they are using me and you – the early adopters who have some influence – I had to see this because of Laura at BPP – you might see it because of me – a friend of your might see it because of you and so on.
• They have used another form of scarcity – a very limited time of “free”
• They have used another form of scarcity – 3 installments built expectations and hope for the resolution.

And how does it end – Does Dr Horrible get the Girl? Does he deal with his Nemisis, Captain Hammer? Is he accepted into the A List of Evil Doers? Does it end happily? – Well you will have to watch it to find out.

Is it well made? Yes – very tight, great cast, great plotting and ideas, the music is exceptional – it kept me rapt all along and the end….. brilliant.

Will Dr Horrible do well? What do you think? Is this a model – yes