You keep using this word meme, but I do not think that it means what you think that it means. Memes, in the form that everybody thinks of on the internet when we talk about memes, are brief, not two hours long on average, or three minutes long on average, they're generally something you can absorb in a glance. Memes are generally a visible element, usually a photograph, with a caption designed to make an intended point. The definition of memes that you seem to be working with is "units of information that spread laterally through society." And even that is off a bit, it's not exactly passing from person to person when you have to buy a Blu-Ray or go to a theater or play a record that you bought or basically any of that top-down information commerce. You're talking about traditional commercial channels for intellectual property, not the spreading of discrete items of information outwards in all directions from the primary source and involving secondary, tertiary, and above connections.