The emerging creation of "enlightainment" blends life advice with elements of entertainment.
Take some fairly standard self-help advice about focusing on your goals. Add mysticism and conspiracy theory, along with a dose of Hollywood special effects. Use word-of-mouth and the Internet to bypass traditional film marketing and get stars to participate for free.
The result is "The Secret," a movie that's emerging as one of the year's most successful multimedia franchises. The DVD is the No. 5 top-seller on Amazon.com. A tie-in book is No. 6 on The Wall Street Journal's nonfiction best-seller list and is the No. 8 audiobook on iTunes. It's also available online as a streaming video for a $4.95 fee.
So, what exactly is the "secret"?
Simply stated it is the Law of Attraction. What you think, happens to you. Envision what you want, and it will come to you. The message is elaborated on by the film's cast of 24 advice experts of varying levels of fame, most notably Jack Canfield, author of the best-selling "Chicken Soup for the Soul" series.
This ensemble of experts proved instrumental to jump-starting word-of-mouth about the film. Between them, they had direct marketing lists with hundreds of thousands of names. Before the release, they sent out a mass email linking to the film's trailer.
Another enlightainment getting a lot of buzz is the just-released DVD of "The Celestine Prophecy," the 1993 best-selling novel that blends fiction and spiritual philosophy, from Sony Pictures. The film sandwiches New Age theories between jungle scenes shot in the Costa Rican rainforest.
Source: The Wall Street Journal, January 27, 2007