In the 16 months or so since it first became possible to distribute full-length feature films in single viewing windows embedded in a blog post, there’s been a lot of talk as to how a film presented in this matter might function. For Four Eyed Monsters, the first feature film made available legally in a single stream on YouTube, the embed functioned as a meme spreader for the FEM brand (and the page the embed code came from served as a revenue generator for Spout.com). At Telluride last month, Annette Insdorf talked about the embed’s value as reference point within online criticism, which is something we’ve done here on SpoutBlog, most recently with Steven’s post last week on DW Griffith’s Abraham Lincoln.  Also last week, Anne Thompson suggested that Wayne Wang’s Princess of Nebraska, recently made available for streaming in full on YouTube, can serve as a marketing tool for the film Wang made concurrently, A Thousand Years of Good Prayer, which is currently in theaters. In pieces in the Los Angeles Times and the Wall Street Journal, John Horn and John Jurgensen both suggested that free streaming solutions for features are performing a kind of public service; Horn commended SnagFilms, the portal for ad-supported embeddable documentaries, for their ability to bring “important movies to audiences that otherwise might never have known the films existed,” while Jurgensen focused on Hulu and YouTube’s potential to help relieve the “glut of movies jockeying for theater screens.”

This is all well and good, but in most cases, up until now an argument could have be made that the “better” place to see the film in question would be on a big screen, and/or with an audience, because the assumption has been that the natural home for cinema is in a cinema, that distribution via embed is an alternative option when theatrical distribution doesn’t work out. The same can not be said for The End of America, Ricki Stern and Annie Sundberg’s non-fiction adaptation of Naomi Wolf’s book and ensuing lecture tour, which debuted on SnagFilms today. This is the first film I’ve seen that seems ideally suited to be seen as a blog embed, and not just because a good deal of the footage within was pulled from web video sources. Essentially a Top Ten list followed by a How To, it’s the first film I’ve seen that seems to have internalized the structure of the traffic-baiting blog post.

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