Social Media Win: How The Short Film 'Caine's Arcade' Is Doing Good

Ok so by now you've probably heard about Caine's Arcade. Maybe you've even watched the movie. And if you haven't, it's a fantastic short about an adorable kid who built himself a clever arcade out of cardboard, became the subject of a documentary, and was surprised by a flash mob full of clients. (Watch the full short below.)

Caine's story is about the power of the people and the power of the Internet. His first and only customer happened to be a film maker who took an interest in this smart kid's project. A smart kid seemingly full of optimism and ideas but in a terrible location to really see the fruits of his labours.

And of course, this is a story about social media.

Social media never fails to surprise

Social media got the flash mob to Caine's Arcade. Social media made Caine famous. And now social media is sending Caine to college. In addition to providing the backstory, the film website permits people to donate to Caine's scholarship fund. The About section says the goal is $100,000 but they surpassed that amount so quickly, the homepage now specifies $250,000 as the new target. Not bad considering the suggested donation is $1.

The film maker (@nirvan) might have had viral intentions with his film, but honestly, the fact that this was released in its entirety as a 10 minute short makes me wonder. I would have thought that a shorter version or a trailer would have more chance to go viral. It's impressive that the 10 minute movie has become so popular. (Although when you consider the epic length of the recently-gone-viral Kony video, who knows?) And leveraging that popularity to raise funds for Caine is a really nice gesture.

It's just an all-around feel good story. The Interwebs done good this time. Nice job, interwebs.

Watch Caine's Arcade in full.

It's 10 minutes. Possibly the best 10 minutes you might spend all day.


Caine's Arcade from Nirvan Mullick on Vimeo.