By Anne Thompson | Thompson on Hollywood July 28, 2011 at 3:59AM
The studios are all experimenting with how to compensate for declining DVD sales and rentals, which are plummeting at a rate no one anticipated. All over Hollywood, studio home video departments are constricting, and their formerly sidelined digital divisions are coming into prominence as they try to come up with innovative ways to sell their product.
One has to credit Paramount Pictures for being willing to take chances with online marketing and ventures. Now the studio is taking its entire Jackass movie catalogue and placing it for rental directly to fans through the Jackass Facebook page. All three of the Jackass features (Jackass The Movie, Jackass 2, Jackass 3) and two digital movies ( Jackass 2.5 and Jackass 3.5) will be available for streaming on Facebook, using Facebook credits.
U.S. movie fans over 17 years old can click on the Rent Movies link on the Jackass Facebook Page and choose among five Jackass movie apps to rent and watch the R-rated movies starring Johnny Knoxville, Bam Margera, Steve-O, Chris Pontius, Ryan Dunn, Wee Man, Preston Lacy, Dave England and Danger Ehren McGhehey. They can rent each Jackass movie with Facebook Credits and can viewed them for up to 48 hours. While watching through Facebook, viewers can choose to watch the films in full screen, pause the movie, or leave Facebook and resume playing when logged back in. Jackass The Movie, Jackass 2 and Jackass 2.5 can each be purchased for 30 Facebook Credits ($2.99). Recently released movies Jackass 3 and Jackass 3.5 are available for purchase for 40 Facebook Credits ($3.99).
In 2007, Paramount Digital Entertainment and MTV released Jackass 2.5, the first digital movie released by a studio that quickly became the most successful non-theatrical release in Paramount's history. In the first few weeks of launch, the digital property garnered over 20 million views and was the #1 title on iTunes the week it launched. On April 1, 2011 Paramount Digital Entertainment and MTV premiered Jackass 3.5 to a worldwide audience on Joost.com.
Paramount Pictures is also launching a Jackass ClipApp, a customizable application that allows fans to search over 100 pre-selected scenes from all five movies, create custom clips and edit how they are linked together for a personalized Jackass experience. Clips can be shared by users with their friends on Facebook and other social sites. The Jackass ClipApp is free and available in the United States giving fans the ability to combine together their favorite Jackass experience and share it with friends through Facebook Platform. Clips are searchable by any keyword or through more structured categories including scene, individual cast member or performer. For example, a fan can search by categories such as punch, pranks, sports or Johnny Knoxville. There is no limit to the number of ways a fan can search Jackass content. Viewing and sharing content will require age verification. Users must be at least 17 years old to access the ClipApp or view shared clips.