Fox Atomic, a new social-networking site geared toward young adults, has been launched by Fox Filmed Entertainment (FFE). The theme of the site will focus on entertainment.
Not only will the site feature some of its upcoming films, but more importantly, attempt to "establish a tight-knit online community around entertainment content that can generate a large volume of advertising."
They have partnered with Stupidvideos.com to produce short viral videos; and will probably use some other Fox properties to supplement them.
Another partner is Jumpcut.com which will offer an application called The Blender which be used to promote upcoming versions of new movies, including Revenge of the Nerds.
Jumpcut.com provides video editing and viewing tools that you can use to look at movie clips or "blend" them with your own video. You also have the option of creating and uploading an original work of your own. Ten movies will be recognized as finalists and the winner will be announced on foxatomic.com after being selected by a celebrity nerd in September.
John Hegeman, COO of FoxAtomic, said, "It's all about creating a cultural brand, and I think the only way you can do that is if you're singularly focused on the audience you're trying to attract, Disney (DIS) means 'family.' In the past Miramax meant 'specialized art.' [In general] it's very hard for an audience to be loyal to a movie studio because they're making movies for different audiences."
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