Esquire Parlays Foxy Video Into Cover Story Stills
I don't think we approached Megan with the idea of only [doing] a video. The magazine obviously is our first priority. We approached it as a photo shoot where Megan would be acting rather than just posing. It's a win-win situation. Megan's comfortable acting and we're able to have something great for the publication, and hey, we get a film too.
INBOX: Has the Fox video been a huge traffic-driver to Esquire.com?
MATT SULLIVAN: Having watched the video probably 150 times myself by now, what I still find unbelievable -- besides how much more attracted I am to Megan Fox with each play -- is that it went viral without our contracts permitting other sites to embed it across the Web. I think it really speaks to the combination of high-quality filmmaking and the Esquire brand that an Internet video can be watched 500,000 times in 43 hours -- and a million times in less than four days -- without being allowed on YouTube. And I think it speaks to the future of how to brand print publications online that of all the tens of thousands of Tweets and blog posts and Diggs and e-mails about the video, most of that reaction still came down to our goal: people really wanted to head to the newsstand and pick up the magazine. So the Megan Fox video wasn't a case of Esquire meaninglessly giving away content for free. It wasn't some behind-the-scenes gimmick. It was an incentive for new readers to engage with the magazine. And we're just getting started.
INBOX: How were you able to secure the rights to Chris Cornell's "Climbing Up the Walls" to accompany the video?
CURCURITO: I've been a huge fan of Chris Cornell's music his entire career. I knew he was coming out with an album. His publicist just happened to call, and I asked for the song immediately. Somehow, after a month of negotiating, we made it happen. Esquire knew this was going to be a huge success. We took a chance, they took a chance, and it paid off.