RIGHTS GROUP

July 22, 2002, Monday, Metro Edition
SECTION: VARIETY; Al Sicherman; Pg. 2E
LENGTH: 915 words
HEADLINE: Britney shows Uncle Al new ways to make money
BYLINE: Al Sicherman; Staff Writer

BODY:
Ordinarily, Uncle Al would no more visit the Web site of pop singer Britney Spears than he would . . . oh . . .eat glass.

    Or run to Winnipeg in December.

    Backwards.

    Barefoot.

  But we are living in extraordinary times, so when Uncle Al read that Spears has a new wireless fan club, Britney WFX ($19.99 for three months), he decided to learn more at her Web site, http://www.BritneySpears.com.      To be clear: At no time would Uncle Al consider ponying up $20 (or even $2) to get three months' worth of what the article described as "surprise" recorded voice and text messages from Spears and her staff, at a mailbox that he could reach from his mobile phone.

  Even if he did want to know much more about the daily life, struggles and shopping of this amazingly commercial young woman, Uncle Al would find the surprise aspect troubling.

  That was the part of the Britney WFX deal he most wanted to look into at BritneySpears.com, and though he learned that Spears would supply her wireless fans with a replica backstage pass, horoscopes and "real-time stories from backstage," "and even give you the scoop on what she's up to on Saturday nights," the surprise angle wasn't mentioned.

  A second reading of the original article leads Uncle Al to believe that the fan-club member must take the initiative to get to the surprises in the mailbox, which is good:

  If Uncle Al joined the Britney Spears Wireless Fan Club, he would hate to be interrupted by a surprise message from Spears about her latest shopping foray while he's replumbing his sink, looking for his funnels, arguing unsuccessfully with his dog, or any of the other things that he does every day and that you can enjoy if you join the new wireless fan club, Uncle Al FX-Lax, that he is thinking about launching.

  Oops, she does it a lot

  Meanwhile, as long as he had already seen Britney Spears' Web site and could no longer say he hadn't, he decided to see what else was there.

  Uncle Al found the site dizzying, not only because it is rather glitzy visually, but also because everywhere he landed was something else he didn't want to know about _ and that seemed to be an only slightly different version of everywhere else he landed.

  Among the items from which he recoiled:

  - Britney's Dance Beat _ a video game you can buy.   "The coolest video game to hit the shelves since video games were invented. The concept: You're a dancer auditioning to become one of Britney's backstage dancers. . . . Earn backstage passes that let you check out never-before-seen clips, videos, concert footage and more!"

  It includes "a 360-degree immersive video where you control the camera," "a detailed 3D model of Britney _ you won't believe how real it looks [Uncle Al has no idea what that means], and even more [that he wants even less]."

  - Britney Spears SmartFlash Kit _ it plugs into your computer. "A browser window opens, taking you into Britney's SmartFlash Universe. It's not just another Website. It's an entirely new interactive experience unlike anything you've ever seen. And the only way to get there is with SmartFlash. . . . The kit comes with a free card to get you started. Your free card allows you to access exclusive ticket offers and merchandise; a behind-the-scenes invitation to Britney's recent trip to Europe; cool new Britney postcards to send your friends; a sneak preview of the PlayStation game 'Britney's Dance Beat' " and more!

  "THIS IS ONLY THE BEGINNING. Once you own a SmartFlash reader, you'll be part of the SmartFlash community of fans that have an exciting, inside glimpse into your favorite celebrities' lives. Soon, there'll be exciting new cards to choose from, each for just a few dollars. Each new release opens the doors to an entirely new experience."

  E Unum Pluribus

  Uncle Al must admit that Spears has some good ideas there, even if they do all seem to be the same one. In addition to the Uncle Al FX-Lax fan club, thanks to Spears he now can see other possibilities:

  - Uncle Al's Eat Beat _ a video game, in which you have dinner. Eat what Uncle Al doesn't want and earn points to check out never-before-seen (unless you subscribed to the Uncle Al FX-Lax wireless fan club) clips: Uncle Al replumbing his sink, looking for his funnels, arguing unsuccessfully with his dog and more.

  - Uncle Al SmartFlash kit _ takes you into Uncle Al's SmartFlash Universe. (No, Uncle Al keeps his raincoat buttoned at all times.) It's an interactive experience unlike anything you've ever seen (unless you subscribed to the Uncle Al FX-Lax wireless fan club or bought "Uncle Al's Eat Beat" video game). You get exclusive offers and merchandise; video of Uncle Al replumbing his sink, looking for his funnels, arguing unsuccessfully with his dog and more _ including a sneak preview of the video game "Uncle Al's Eat Beat."

  There's lots more Britney Spears merchandise ($18 T-shirts, $35 tank tops, $15 posters and much more) at the "store" part of her Web site, as opposed to the rest of the site's retailing.

  Uncle Al doesn't think he ought to get into this part of the business. He isn't at all sure he can get $35 for an Uncle Al tank top _ unless maybe it's a toilet-tank top.