Shatner Rules

If you ever hear or see anything about William Shatner’s Shatner Rules, do not attempt to avoid it. You will be powerless to resist the book’s black-hole-like magnetism and relentless cross-promotion.

Shatner Rules caught me with something called a “Klout Perk”. As someone who spends too much time on Twitter, I received a peppy little email asking if I’d like a free book about the “Shatnerverse.” I bit on the bait, it arrived in the mail, and I was hooked from the first page.  

First of all, it’s funny. The Shatnerisms made me laugh out loud, like when he said “Few are worthy enough to call me an egomaniac!” and described his kidney stone as “an onyx of agony.”

Then there’s the Wow Factor. Did you know Bill Shatner is 80? If you did the math, you could figure that out. But you have to be a pretty huge fan to know he has recorded three albums in his lifetime. On his new release, Searching for Major Tom, Bill belts out Black Sabbath’s “Iron Man” accompanied by renowned heavy metal guitarist Zakk Wylde.

Since Shatner’s been in show business for 75 years, the book is also about acting. If you thought Captain Kirk was his only real role, prepare to be amazed. He’s appeared in productions from major motion picture Judgment at Nuremberg to the 1960s TV series, The Man from U.N.C.L.E. Right now, he has not one, but two talk shows including Aftermath where he interviews such notables as Daniel Ellsburg, Bernard Goetz and Lee Boyd Malvo.

Oh, and by the way, Shatner Rules also offers Bill’s heartfelt, upbeat philosophy of life.

All this is wrapped up in a compact 50,000-word hardcover. I wondered why Penguin USA, a foremost publisher of cutting-edge digital products, would send me a little print book. Well, this no-tech tome is a true marvel of multi-platform marketing. Shatner effectively pushes his Facebook page, commercials and shows on YouTube, music on iTunes, and Twitter feed. He and co-writer, former The Daily Show with Jon Stewart comedy scribe Chris Regan, even have a sneaky trick to get you to www.WilliamShatner.com.

Shatner Rules reminded me why print books still work. In this case, the format controls the game through a clever layout which delivers laughs with maximum impact. Punch lines are often perfectly timed with page turns.  

For the mere price of one copy plus postage, Dutton Publicity managed not only to get me to read and write about their book, but also to buy more. The sweet thing about paper books is that they are great keepsakes and gifts. As opposed to my somewhat dour gift choice for last Christmas, this year my loved ones will receive Shatner Rules. 

All kidding aside, Bill’s an awesome example of how to wring the most out of life, even when you’re 80.

Shatner Rules: Your Guide to Understanding the Shatnerverse and the World at Large. On sale everywhere October 4.

Crowd Control in Washington, D.C.: Taming a Human Hurricane

View from inside the rally

Technology can come to the rescue at D.C. events such as the October 30 Jon Stewart and Stephen Colbert Sanity rally – where huge crowds fueled by social media come together in a real place. 

That’s according to Curt Westerphal of Digital Design & Imaging Service Inc., also known as AirPhotosLIVE.com. The Falls Church, Virginia firm was hired by CBS News to count heads at both the Comedy Central and Glenn Beck rallies. Curt got in touch after reading my Sanity rally followup in the Washington Post.   

From a balloon tethered high above the Air and Space Museum, AirPhotosLIVE took pictures with an array of high-resolution cameras, combining the images with photos taken from atop the Washington Monument and a GeoEye satellite. In the same way a person looks down on a busy ant hill, these sophisticated eyes in the sky watch how people swarm and surge.  Stunning photography and 3-D views of the Sanity rally can be seen on the Photosynth website.   

“We are looking at patterns of movement and demand,” Curt wrote. “The crowd movement patterns we see from the air are valuable since they help transportation, security, first-responders and even Porta-Potty planners locate and track the flow of the crowd.” For instance, if the National Park Service used AirPhotosLIVE imaging, officials could see in nearly real time which subway stations were being overrun and let Metro know where to direct riders to less-crowded stations. 

Soon, information could go directly to the crowd via their smart phones. We’re one inch away from having everyone there see the info,” Curt told me. “We already have a wireless downlink to our trailer. The issue is getting it out to social media. We could post it to a website right now. The limitations are really less technical and more political.”

That would be great if the cell phones actually worked, which they didn’t inside the Sanity rally. But, with enough planning, that problem can be solved, too. That is, if COWs roam the Mall. Cells On Wheels are mobile cell phone towers which temporarily stretch available bandwidth allowing phones to keep working. COWs were used successfully at the Obama inauguration.   

Curt’s balloon also serves as a relay for walkie-talkie and 911 communications between emergency responders, even if they are on different frequencies. “The aerostat at 800 feet could allow a person at a distant station, say Greenbelt Metro, to talk to someone at the Reston Metro.”   

But what happens if weather or something else grounds the amazing inflatable? “I joke about ‘one if by land, two if by sea’,” Westergard said in an email. “But two simple flag colors can tell a lot. Think hurricane warning flags or smoke signals. A flag at 500 feet can be seen from Tysons with binoculars. This city unfortunately may need that level of mass communication one day.”