All of a sudden, the Kiss Cam has become the best idea to come out of the United States since Coca Cola. By sealing with a kiss for the first lady on the Kiss Cam in Washington D.C., President Obama has finally approved it for release to the world.
The Kiss Cam has become the romantic idea of the 21st century much like the Valentine's Day and the mistletoe which have come to signify special moments of expression of love and romance in human life. These wonderful social concepts, adapted from centuries old traditions not only let people express their feelings freely and in public but also render such genuine human behavior socially acceptable.
If no one outside the U.S. had ever heard of the Kiss Cam before, now the media is abuzz with the news and debate about the presidential kiss projected on the giant jumbotron at the Verizon Center during a basketball match.
In an election year everything about the U.S. president and the presidential candidates can be under intense scrutiny. So the debate about the presidential Kiss Cam Kiss has attracted intense media interest in the U.S. and abroad. The event has also brought the American Kiss Cam form of entertainment to the world's attention. It is only a matter of time before the Kiss Cam gets the same enthusiastic attention around the world.
In fact the presidential kiss has even demonstrated the power >of this new social phenomenon by expressing disapproval of the behavior of even a U.S. president intuitively and openly by booing and persuading him to comply with common expectations of social and finer human values expected of a leader.
Since its introduction in the U.S. way back in 1982, the Kiss Cam has evolved much with different stadiums and operators establishing their own norms and best operating practices to avoid hurting people. But in a country known for its dry sense of humor and sportsmanship, no one has seriously objected to the simple entertainment and joy of Kiss Cam which millions of people now take for granted.
As per a report in The Bladder, in fact Kiss Cam is already going to the 'next level' in the U.S.
"But Frederico de Mayo, head of the advertising agency that developed the concept, said this was just the start for 'Kiss Cam.'
"Everyone who has seen it knows how it works," he said. "Before the game we have 'Smile Cam,' where we get people in the crowd to smile at each other for the cameras.
"At quarter time we look for people to hug -- that's 'Hug Cam.' At half time we look for people to kiss. Smile-Hug-Kiss. Pretty obviously there is a natural progression there.
"Three quarter time is a natural window there waiting to be filled. And we hope to fill it soon with 'Shag Cam.' That will really get the crowd going."
Mr. de Mayo said their exhaustive research had shown that fans got easily bored before, during and after footy games, so they needed to be entertained, preferably as noisily as possible."
What about the right to privacy and violation of human rights by projecting unsuspecting spectators on the screen which implies them to engage in a kiss? According to experts:
"You have to be careful when you do the Kiss Cam ... it's kind of a dangerous feature."
Apparently even President Obama and his wife were unaware of the Kiss Cam etiquette until they were apprised of it by their daughter who accompanied them to the game.
Will it be a feature of the Olympics 2012 games in London? Though well-prepared with an array of high tech equipment and features to capture every moment of the games and project on giant screens, the BBC has not yet declared that the thousands of spectators will be offered the wonderful new fun of Kiss Cam. There is of course still time for them to take note and catch up with the new century.