I’d forgotten about that post! Full credit to you and megan quinn for the idea. The Costolo quote is striking — I’m left wondering if they did experiment with the idea and decided it wasn’t compelling, or if something internally/institutionally prevented experimentation. Seems to confirm that the issue in the company (under Costolo, at least) is/was less a lack of creativity and ideas as a deathly fear of upsetting users. But that explanation has never quite satisfied me.
As for the director commentary, I agree that it seems best suited for TV. But I could also envision a partnership with HBO/Netflix/Amazon/etc. for a live director commentary experience to accompany the release of a movie on their platform (particularly original content by these companies), or as a way of boosting the value of said original content by creating live experiences around their already-released films. These commentaries could then be catalogued and relived later. Even better, they could be customized for each user, so you could see tweets from people you follow who participated in the live event.
Alternatively, given Twitter’s experimentation with hosting content on Twitter itself, they could acquire the rights to screen movies on the platform, get directors on board to comment, and generate compelling live events all on their own. Given licensing costs, this would likely be a rather expensive experiment — but I’d gladly tune in.