Instant Nitelife

Would you consider these two guys as credible sources for the local club scene? That's what I thought.

Despite my overall aversion to nite clubs, I felt compelled to comment on the recent article in The Metro about two gents from MIT who created www.instantnitelife.com (INL), a site that provides real-time, unbiased updates on clubs in Boston’s Theatre District. Through INL, boys and girls can get find out the length of line/wait time at specific clubs, the theme and music playing, guy-to-girl ratio, drink specials, and which B-list celebrity just showed up at the Gypsy Bar. What joy!

An interesting concept, but not a bullet-proof one. The majority of INL’s revenue is generated by banner ads that clubs can place on the INL site, and/or send through the company’s real-time updates, which are akin to text messages. Although the proliferation of smart phones with Internet access gives INL’s model some legs, can’t most folks already learn about this all-important info through twitter or facebook?Granted, club-goers will now have the advantage of accessing this info in one centralized place with INL, rather than having to search online, but I question how INL will manage the credibity of its advertising/editorial policy. Will INL, for instance, still give a negative review of a club that is also one its paid advertisers?

And in closing, look at the founders of INL. No, seriously, LOOK at them. Would you consider two guys wearing the same t-shirt to be credible sources for the local nite life scene? Watch the video and you’ll have your answer.

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