Hamleys - the ideal analogy

We took the kids to Hamleys this weekend - partly because it was my sons Birthday and partly because I have never been and thought that Christmas would be the most magical time.
I'm not going to disappoint you - I'm going to draw up an analogy for Hamleys and your website/film.
The toy industry in the UK is the fourth largest in the world and has a value of £2.9 billion (Toynews 2011), competition is fierce.
So you walk in and are confronted with thousands of toys - everything is packaged to appeal and to sell. Some children may have come in for specific items (so know where they are headed), but many are there to be sold to.
Hamley's have demonstrations at every corner, be it Marvin's Magic; Magical Snow; flying saucer things, colouring pens; helicopters - the list goes on. If they have something they want to shift they get their trained staff to play with it and it draws the crowds.
That's you that is - hundreds of websites to choose from - you may well have packaged it up well but you are there on the shelf with thousands of others. You need to find a way to get off that shelf and into the crowd.
My kids won't remember the Star Wars figures I was looking at - but they have already told their friends about the powder that turns into snow when you add water to it.
Films go the same way - I can stick a film onto your website, it can be like a blockbuster movie but unless that film comes out into the open and draws a crowd then you are not using that film to its fullest potential.
To take it one stage further - multiple films are like multiple products - one catches your attention, the second one draws you further in, then maybe you'll have a quick look at another one . . .
In short, what I'm saying is - yes, it's great to have a website and yes, it's great to put a film onto that website but in today's day and age we have social media and the links back from such are going to do your company a lot more favours than the methods that were fashionable a few years back.
So in 2012 - rethink the way you do thinks a little and start getting into the thick of it and drawing the crowds.
Merry Christmas
(Hamleys Magical Snow - It was like real snow when they added the water)