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Illeana Douglas, who created the hit webseries Illeanarama, is back with a new job at IKEA in Easy To Assemble. Easy to Assemble premiered a few weeks ago online and it has already been seen by millions and it is only few webisodes in. CBS was so impressed with the numbers, that less than a week after making its online debut they picked it up and are playing them on TV.com. But forgetting all of that what Illeana has created has me laughing out loud every time I watch one. So much so I had to find out more about how she came up with the webseries! So during one of her many many Swedish meatball breaks she answered my questions about Easy To Assemble and I am so grateful she did!
Seriously? OMG! WTF? – How did you come up with the idea to work at Ikea?
Illeana Douglas – I have been writing and developing scripts for the last few years. Working in independent films a lot of the financing has dried up. I have been trying to get financing for a film I developed called Oh Joy!
I was approached by someone from the branded entertainment world that was a fan of a pilot I wrote called Supermarket of the Stars (based on a short film I also wrote called Supermarket) It was on You Tube-it became a big hit-it won some TV guide online awards etc. It caught the attention of IKEA executives. All this time I’m trying to get Oh Joy! Up and running-and after one meeting with IKEA-they said I could write any story I like as long as it was set in an IKEA store. I was excited by the prospect of shooting something in July and now it’s already on the web and fans are enjoying it. I think as creative people we are just trying to come up with new funding prospects for our artistic endeavors. IKEA was a natural fit for this story because of the Wizard of Oz like quality of the store.
SOW – How did you get your friends like Craig Bierko, Tom Arnold and Jeff Goldblum to come down and become Ikea workers for the day?
ID – I was writing this while doing a movie with Tom Arnold (my third) Jeff and I have worked together before in Supermarket-so it was natural that he was in it. Craig is great-I is such a fan of his. We all have these projects that we’re trying to get off the ground and I’m blessed to have talented and supportive friends. We all want to continue to work together. I love writing things for actors I admire.
SOW – Did Ikea pay you in furniture, Swedish Meatballs or toys for the webisodes?
ID – We were pretty covered on the meatball front. We didn’t have money in the budget for food so IKEA covered our lunches every day. I thought that was very generous of them. Also I’m a vegetarian so they made me veggie meatballs. I’m hoping to get an IKEA kitchen for my mom. We’ll see. Hopefully for season 2.
SOW – What do you have of Ikea’s in your house? Did you assemble it yourself?
ID – I have IKEA plates, cups and glasses. No assemblage required. I did come up with an Easy to Assemble jingle that I’m very proud of. The title refers not only to the products but that the cast, crew, directors were Easy to Assemble. We’ve all worked together on so many projects (Pittsburgh, Fired, Supermarket of the Stars)
SOW – Can you believe the success of webisodes?
ID – I am obviously thrilled that fans like the show. I was able to incorporate music, and dance which is something I’ve always wanted to do. The episodes only get better. There is a linear story. It’s subtle. If you like drunken squirrels it’s not for you. It’s more in the tradition of Extra’s. I hope people continue to like it so we get picked up for a second season. This is a very exciting time for artists. We are pioneer’s. We are setting the model now that others are going to copy. Like TV in the beginning. The most important thing is the fans. We need the grass roots fan base to continue.
SOW – How did the deal with CBS and TV.com come about?
ID – Is there an irony that one network passed on a show, I reworked it, set it at an IKEA and then a network-CBS picked it up for distribution after it got 300,000,000 views on You Tube. Yes. There’s irony in that. Look I’m thrilled. I’m an artist. I want my art to be seen. That’s the goal.
SOW – Are you thinking of changing jobs and working for Ikea?
ID – I would like to have IKEA be my part time job. I’d love to continue doing Easy to Assemble. We had a great time. We made people happy. We entertained. People doing scenes with actors. It was great
SOW – Do you like working better at Ikea or a convenience store?
ID – I liked working at IKEA. The whole Swedish thing was great. In the show I have a blond Swedish alter ego named Beirget so I’d like to continue to be her. Plus the meatballs.
SOW – Where will be working next? (storewise)
ID – We’d like to stay at IKEA because the story lines were so easy to write but if I had a choice I’d most like to work at Dunkin Donuts. I’m from the east coast and it was a major part of my childhood. I could set a show at Dunkin Donuts-the munchkins alone.
SOW – What will see you in next? (Hollywoodwise)
ID – As I said I am trying to set up Oh Joy! It’s a romantic comedy set in the cowboy world. Rainn Wilson is attached. That’s my priority. The director is Greg Pritkin who I did Dummy with. Tom Arnold and I just did a movie called April Showers that we just finished. I just did Headcase.There’s a music project that I have with the directors of Easy to Assemble-Chris Bradley and Kyle LaBrache.
Thank you so much to Illeana Douglas for taking the time to my answering my questions during her busy IKEA work day!!!
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