IFILM Expands Horizons
If you're an ad-supported content aggregator, the market has been tough lately, especially if your focal point is rich media. Between last year's fiascos a la Pseudo.com, this year's semi-hostile buy outs a la MP3.com, and perpetually cautious advertising dollars, sites like IFILM are compelled to demonstrate value and growth potential on a regular basis.
IFILM's latest response to this market pressure came in the form of a re-launch. As of Wednesday, IFILM is primarily a directory and guide to over 80,000 films. 2000 of them are available for viewing right now, courtesy of IFILM, and sundry content partners like Cinema Now, CinemaPop and LikeTelevision; of course, these particular titles do not represent the Hollywood blockbusters and classics.
Nevertheless, there's a lot more focus on the promotion of current and upcoming "big budget" Hollywood flicks with news, reviews, games and general information. IFILM looks more like a movie fan's playpen. There's even a section of "Fan Lists" created by the IFILM users, where they vote on anything from "Best Sex Scenes" to "Best Movies Never Made."
IFILM still serves entertainment industry professionals with their OTX/IFILM section. However, it appears that the Mediatrips and FilmStews of the world are more concerned with that particular market.
In one sense, this is an encouraging move. IFILM has actually become MORE "business to consumer" with the re-launch of its website. Over the last year, struggling entertainment-oriented dot-coms have opted for "business to business" economic models – almost invariably. IFILM's move against the grain suggests that there may be hope for independently produced Web-based entertainment after all.
Last February, Yahoo!, Rainbow Media, Sony Pictures Entertainment and other high profile investors committed $10 million to IFILM in the midst of a tough VC climate.
IFILM is credited with popularizing the hit short film 405 boasting 2.1 million views as of January, 2001.
IFILM - www.ifilm.com
CinemaPop - www.cinemapop.com
Cinema Now - www.cinemanow.com
LikeTelevision - www.liketelevision.com
Rainbow Media - www.rainbowmedia.com
Sony Pictures - www.sonypictures.com
Yahoo! - www.yahoo.com
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