Fox Is Going To Kill The Flash Mob With New Reality Show

Fox Is Going To Kill The Flash Mob With New Reality Show

How do you know an online trend is possible reaching its apex? When network television creates a summertime reality show around it. Enter Fox's "Mobbed," which airs tonight, March 31, 2011. It's hosted by Howie Mandel, and will showcase various elaborate song and dance routines developed by the show to help surprise a loved one with happy news or reveal a big secret.

And in the process, it's sure to kill the genre completely. At least... if history is any indication. And I'm bummed about it. Yes, the network that brought us The Swan---which gave free plastic surgery to "ugly" people only to pit them against each other in a beauty contest---is going to try to take flash mobs mainstream.

You know how you used to love that indie band... but then they got popular and went mainstream and now everyone loves them... so you hate them now? You know how the iPhone was the most coveted device in the world... until your mom got one? That's what I'm worried about here. I'm worried about flash mobs losing their luster because of the wrong kind of mainstream attention.

Flash mobs have long been one of my favorite varieties of viral video with Improv Everywhere behind many of the best examples. They also go viral at a much higher rate than most varieties. So it's understandable why network television executives have taken notice. There is often an emotional payoff with viewers of flash mob videos that you don't see with all genres, and it ranges from a small smile to ebullient joy. I've seen several people cry tears of joy at the end of the TMobile Welcome Back video.

But are we ready to see the format jump from the world of short, online clips to the world or corporate-sponsorship and reality television? I have no idea. Maybe you need to see a promo to decide:

That looks... awful. It looks like Extreme Home Makeover meets the Internet. And I'm instantly worried the show will focus WAY too much on the backstories of these people... highlighting the tear-jerker elements the way Home Makeover does. Now, if you gave me a Tosh.0-style show where we just watch outstanding flash mobs for 30 minutes... I'm there. But this is looking pretty schmaltzy... cheesy... and dumb.

Don't get me wrong... I haven't seen it yet, so I can't pass too much judgment. It's possible the show will get it perfectly right, and bring flash mobs into the homes of many new fans. But I'm skeptical.

Variety has seen it, and they're more than skeptical... they seem a little offended, actually:

"Fox's reality mavens manage to take something as weird and wonderful as flash mobs... and overzealously turn it into a garish, almost vulgar prank show... Normally, it's hard to go wrong with a proposal and impromptu wedding, but "Mobbed" manages to suck the fun out of it through sheer overkill. In the process, the show mangles what makes flash mobs so buoyant..."

Ouch. So... in other words... exactly what i was worried about. Great. Can't wait. It's disappointing, really... by concentrating so much on the setup and planning, they're removing the very mystique that makes flash mobs so much fun. If we know what's coming, then there's no surprise at all.

Why does it seem like every time Big Entertainment tries to capitalize on an Internet Trend ($&@% My Dad Says comes to mind), they screw it up beyond all comprehension? Don't they know that half the reason this stuff works on the Internet is because it's free from input of the many producers, sponsors, and studio chiefs?

For some perspective, here's a look at what is perhaps the most famous (and one of the most well-done) flash mobs ever, Improv Everywhere's Frozen Grand Central:

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About the Author -
Jeremy Scott is the founder of The Viral Orchard, an Internet marketing firm offering content writing and development services, viral marketing consulting, and SEO services. Jeremy writes constantly, loves online video, and enjoys helping small businesses succeed in any way he can. View All Posts By -

What do you think? ▼
  • board

    despite admitting that the author "haven't seen it yet" there is very little hesitation in his willingness to pass judgement on mobbed. relying on brian lowry's vapid review makes the opinion even more tenuous given the fact that the professional critic is more interested in selling a motion picture screenplay than giving an assessment of a television program and its commercial merits. when combined with the fact that lowry has a personal axe to grind here, scott's assessment is indeed very shaky.

    please give the show a chance before dismissing it as the work of television executives and big money. before these so-called studio chiefs even caught wind of the project, there was a tireless group of people behind the creation and execution of the flash mob. the emotions of the participants are as real as the dedication that the producers and crew put forth in launching the endeavor.

    if the powers that be were so intent on ruining flash mobs for everybody why is this program being put forth as a standalone special as opposed to the first of a series of episodes? all naysayers are encouraged to raise their perspective beyond the negative and myopic to see what will be a hopeful, exciting, and elevating television event.

  • Scott Sieber

    Just watched part of the first episode (marriage proposal) and I couldn't agree more. It was more about the story and not about the actual flash mob. The mob was an afterthought compared to the girl in the story. Yes, its heartwarming and I'm happy for them, but don't need a show about it. And there's going to be episodes about stories that aren't happy? I'm guessing they put out the best one first.

  • Scott Sieber

    Wow, they just put the wedding dress over her clothes?

  • Scott Sieber

    And before you shoot me down "Board," trust me I'm usually a pretty positive and upbeat person and it takes alot for me not to like a show, and this is stupid

  • Natalia Lahtela

    loves the idea of flash mobs

  • http://www.facebook.com/profile.php?id=1483430745 Susan Hahn

    I don't care, I love flash mobs!

    • Deanna Dennis Bennett

      I will have to watch it next week.

  • http://www.facebook.com/profile.php?id=1469180644 Migdalia Cotto-McCorvey

    Flash Mom is one of the best shows. Please don't kill it.

  • Amy Peca

    slow, predictable and sorry. I'll never get that wasted time back in my life!