Net skits turn woe into wow

Lindsay Lohan (right) made a spoof dating ad on Funny Or Die after her split with Samantha Ronson (left). Photo / AP

Lindsay Lohan hasn't had much to laugh about lately, what with the public meltdowns, court appearances, and endless fights with the paparazzi chronicling the breakdown of her relationship with Samantha Ronson.

But the headline-prone actress has, it seems, managed to retain a passing acquaintance with her sense of humour.

In a bold display of self-awareness, Hollywood's most prominent "train-wreck" last week posted a video message to fans on the internet. It took the form of a spoof dating ad, in which she claimed to be searching for a life companion who doesn't mind her (alleged) alcoholism, or colourful nocturnal habits.

"I would define my personality as creative, a bit of a night owl," she said, with a perky smile.

"I'm a workaholic, a shopaholic and according to the state of California, an alcoholic ...

"We'll crash a few parties, a car or two, but at the end of the day I promise you: I never lose my Google hits - just my underwear!"

The 90-second video was viewed by a million people on its first day. Pundits were smitten. "It's not just getting laughs, it may get her career back on track," reported Robin Roberts, the influential ABC news anchor.

By yesterday, it had pulled nearly 3 million views, prompting widespread speculation that Lohan, who starred in hits like Freaky Friday and Mean Girls before her erratic private life saw her exiled from major Hollywood roles, might suddenly be on course to light up the screen once more.

So far, so normal. But the clip's real significance had less to do with Lindsay Lohan than with the website where it appeared.

Called Funny Or Die, it was founded by the comedian Will Ferrell in April 2007. In two short years it has become one of the most important and talked-about brands in showbusiness.

Funny Or Die, which is essentially a version of YouTube for comedy, is changing the way fallen celebrities rehabilitate themselves.

It has become the "go to" venue for film and TV producers searching for new talent, or testing fresh material.

In the eyes of some experts, it could be a blueprint for the future of television.

In October, Funny Or Die helped Paris Hilton create a video mocking John McCain, who had used her image in a campaign ad during the presidential election.

"He's the oldest celebrity in the world ... like, super old ... But is he ready to lead?"

It stole the news agenda. Nine million people watched.

Earlier last year, when the rumour-mill suggested an intimate video of Desperate Housewives star Eva Longoria was doing the rounds, she took her heat out of headlines by recording a spoof sex tape for the site.

"I've gotta go to sleep," she said at the end. "I have an audition tomorrow. Something called Desperate Housewives. It sounds crap." The film clocked up eight million views.

Funny Or Die contains thousands of short, comic video clips. Some are created by private users; others by the site's own creative team, which is run by Ferrell, his writing partner Adam McKay, comedy producer Judd Apatow, and the screenwriter (and Mr Brooke Shields) Chris Henchy.

After watching the clips, users click on a voting switch labelled either "funny" or "die". The more positive votes a clip gets, the more prominently it is displayed.

Recently, thanks to the starry team that run the company, it has become a favourite outlet for short comic films recorded by Hollywood celebrities who need a bit of positive PR.

Last week, in the run-up to the launch of his film 17 Again, Zac Efron - who, despite his massive profile, could use some artistic credibility - appeared on the site.

Other celebrities to have featured include Jack Black, John Hamm, Natalie Portman, Ron Howard and Gina Gershon.

"In the old days, if a celebrity had something to say, or if they were in trouble, they would go on the late-night chat-show circuit, like Hugh Grant did when he was caught with the hooker," says LA media consultant Jacquie Jordan, tvGuestpert.com owner.

"Now, they can also do a skit for Funny Or Die. In PR terms, it has clear advantages. First of all, it's instantaneous. It also feels a little understated. From the public's point of view, seeing a famous person doing an internet skit is like catching a famous person eating at McDonald's. It's cute."

The site's first-ever hit was called The Landlord, and featured a character played by Will Ferrell being harassed for overdue rent by a 2-year-old. That clip now boasts 62 million views, and is one of the most watched videos in the history of the internet.

Today, the website boasts 45 full-time employees in the United States. A spin-off British version was launched in September.

It is also taking to the traditional airwaves: HBO says it has struck a deal to develop a series of comedy TV programmes, called Funny Or Die Presents.

"I don't want to overstate the importance of this deal, but this is the missing-link moment where TV and internet finally merge," says Ferrell. "It will change the way we as human beings perceive and interact with reality. Okay, I overstated it. But it is an exciting deal."

Ferrell had a point. Funny Or Die's tie-up with a mainstream broadcaster may very well represent the future of television shows' development. In the past, new shows could emerge only via the expensive route of filming TV pilots. Funny Or Die, and sites like it, provide a cheap proving ground for new comic material. The million-dollar question, of course, is whether it can make a profit.

With audiences for network TV falling drastically, and advertisers vanishing in the face of recession, the industry's finances are in a parlous state. Internet TV, with low overheads and vast reach, represents a beguiling commercial proposition.

- INDEPENDENT