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Philips, R/GA team for interactive momentum

Multimedia monolith Philips Media and visual-effects shop R/GA Digital Studios have announced the formation of a jointly owned and operated interactive entertainment outfit.

To be called Momentum Media, the new Gotham-based company promises to develop and distribute unspecified game and other software using the latest graphics for sharp resolution and rendering.

Momentum will also produce from studios in Hollywood.

In a statement, Philips Media prexy/CEO Scott C. Marden described R/GA’s creative projects tally, which includes the Diet Coke commercials that united pop stars like Paula Abdul and Elton John with classic screen icons like Humphrey Bogart and Cary Grant.

The Manhattan-based F/X and graphics outfit has also contributed to pix like “Predator” and “Zelig.” For “In the Line of Fire,” R/GA shepherded the effects that put Clint Eastwood’s character at John F. Kennedy’s 1963 assassination.

R/GA founder and prexy Robert M. Greenberg in a statement praised Philips Media: “They have marketing and distribution capabilities like no other company out there today, across all interactive platforms.”

Momentum Media will be governed by a board of directors that includes Marden, Greenberg, Philips Interactive Media’s games label prexy David McElhatten and R/GA interactive chief operating officer Stan Winsten.

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