Sony Pictures is protecting one of its most obscenely profitable assets, the Seinfeld franchise, by trying to force the series on college students.
The strategy? Travel to college campuses across the country, offer free candy, black and white cookies and frozen yogurt to lure students onto the "Seinfeld Bus," and then force them to watch the most "iconic moments" of the show or play a DVD trivia game. The bus tour, which is mainly hitting the blue states on the east and west coasts, ends on October 31. (It was in Berkeley, Calif., on Tuesday.)
For Sony, the cost of the tour is probably a small price to pay to grow Seinfeld DVD sales, which has reportedly generated close to half a billion in revenue. Still, we're not so sure Sony hit the right demographic – the boomers in retirement communities are probably much more likely to buy Seinfeld DVDs than cash-strapped college students.
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