After Drought, Hope for Shows Made for Web

August 9, 2010  |  

(New York Times) — When Illeana Douglas, long active in independent film, wanted to make a show about a Hollywood actress who becomes a cog in a blue-collar wheel, she turned to the Web and to an unusual ally, Ikea. She persuaded Ikea, the Swedish furniture maker, to be the sole sponsor of her Web video show, “Easy to Assemble,” in which she plays an employee. The most recent episodes, from October through February, drew more than 1.5 million views each month. At home late last month, getting ready for an awards festival where her show would be honored, Ms. Douglas was dressed in a yellow Ikea jumpsuit, mimicking her character.

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