An important message to marketers from Spinal Tap’s David St. Hubbins

Lock it in: A fine line between stupid and clever.

I could go on with a deeper dive on how this "insight" can be applied to marketing, but I'd rather talk about the movie the line came from: “This Is Spın̈al Tap: A Rockumentary by Martin Di Bergi”

When Rob Reiner pitched “This Is Spın̈al Tap,” every major studio said, “No”. Not only had no one ever heard of a mockumentary (much less a rockumentary), they questioned whether Reiner, who was primarily known for playing the roll of “meathead” on the TV show “All in the Family”, had the right stuff direct a movie.

The satirical film was released in 1984. It didn’t do so well at the box office, but when it was made available on VHS, it became a cult hit. In 2002 the Library of Congress selected it for preservation by the National Film Registry as "culturally, historically, or aesthetically significant".

And this scene made "put it up to eleven" a pop culture idiom still in use today:

Next movie night, consider viewing “This Is Spın̈al Tap” ... not only is it a genre defining film, but it's also funny as hell. And it will set you up for the sequel “Spinal Tap II: The End Continues” scheduled for release in September 2025. Reiner is directing and the original cast (band) is returning as well.