"Jackass" is the name of the hit MTV television show and two subsequent blockbuster movies starring a band of merry mischief-makers playing physical pranks on each other, themselves, and about anything with a pulse claiming to be a human.  I'll admit to renting Jackass 2 and snickering to myself one weekend when the house was quiet, my family away doing something more productive.

Then comes news that Blockbuster will premiere the third installment - Jackass 2.5 as the first full-length feature on the Web exclusively using Microsoft Silverlight  between December 19th and December 31st to audiences 17 years or older at www.blockbuster.jackassworld.com.  All you need is the one-time 1.5MB Silverlight plug-in and IE, Firefox, or Safari on Windows or Mac.

This is exciting to see as it marks another milestone in how users are shifting to consume their media online as well as through traditional outlets.   The content may not appeal to all, but definitely has a loyal following among its fans.

With this release, Blockbuster and Paramount are joining many other companies including MLB.com, BMW (Germany), Sony Ericsson (Japan), Baidu (#1 search site in PRC), NBA.com, Entertainment Tonight (CBS/Paramount) and UVNTV.com in their use of Silverlight.  Check out the latest examples being updated regularly at http://silverlight.net/Showcase/