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Girls gone wild has done both the commercial, and the infomercial.
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I was not reffering to video sale's per say, although it would be incorperated.I agree capital and repetition would be key.
Make a reality based web site, ala Girl's Gone Wild Live Soriety House, type of concept (obviously not that name).
Maybe cross breed it with two free video(s), one sent on the online join date, the other is sent on their reoccuring date if they do not cancel(maybe a meet the girls video).
They sign up to your pay site. You make money of the site, you get reoccuring if they stay on, this makes the product that much more valuable on a infomercial basis.
Here is the awesome part. You get this massive traffic from the infomercial as well, EVEN if they don't sign up, you make bucks off of the massive traffic.
I could think of many other twists on this, but that is in concept in which i had in mind.