LA Rams sequel: Stealing the schedule is another smash hit

Mandatory Credit: Jayne Kamin-Oncea-USA TODAY Sports
Mandatory Credit: Jayne Kamin-Oncea-USA TODAY Sports /

The LA Rams have been killing it with hype videos. Their latest: Stealing the Schedule is a mini-sequel to their pre-draft hype video On the Clock. In the category of off-season shenanigans, the LA Rams’ entire organization is just outdoing itself each time.

In this video, the Rams caper is to … well, no spoilers from me. All you truly need to do is kick back and enjoy the show.  But before we turn you over to the cinematic feature, let’s cover some background.

As the NFL brain-trust so often does, the decision-making body has masterfully marketed normal business operations and events into phenomena. We’ve seen it with the NFL Draft, a once-upon-a-time smoke-filled doldrum of 32 NFL teams selecting a small army of new rookie hopefuls in a round-robin fashion that excited nobody.

Kiper created the buzz over the NFL Draft nearly 40 years ago

But then, enter ESPN and Mel Kiper, a self-proclaimed draft guru who challenged NFL general managers and executives as to why they made the selections that they did. At the time, the new Entertainment and Sports Programming Network were simply trying to fill television broadcasting time.

When the network brought in Kiper in 1984, the NFL Draft was something that few fans followed or even cared about. But Kiper was relentless. So was ESPN.  And as the NFL saw how quickly Kiper’s popularity grew, they began to understand the potential marketing mecca that their annual draft could become.

Kiper started it, but the NFL finished it.  Well, the NFL embraced the draft, then the NFL Scouting Combine, and then the NFL created its own NFL network. So where does that leave us?

LA Rams taking it all to the next level

Oh yes. The LA Rams. Now that the model of sensationalizing annual events to stir up fan interest has been cemented for NFL fans, why shouldn’t the LA Rams organization take it one step further and create a cinematic feast for the fans who have patiently followed the NFL Champion LA Rams?

The answer is that there is no good reason not to.

Years ago, playing for the LA Rams meant a potential career in Hollywood for ex-Rams football players. Players like Fred Dryer, Rosie Greer, Merlin Olsen, Deacon Jones, Lamar Lundy, and even Roman Gabriel found a career path from the football field to the big (or little) screen.

So why shouldn’t the LA Rams: Part II follow that same pattern of putting football celebrities into cinema? Perhaps over time, the popularity of these quips and clips will trigger something with a longer run time than several minutes.  Until then, enjoy the LA Rams’ latest caper: Stealing the Schedule.

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