Amazon.com books ‘Beauty’ for D’Works

Site offers prizes to viewers

Continuing its strategy of farming out its Internet efforts to outside firms, DreamWorks has tapped popular online book, music and video e-tailer Amazon.com to create the official Web site for “American Beauty.”

Already launched within the Amazon.com video store, the site includes a film overview, photo gallery, filmography and exclusive interviews with the pic’s stars, Kevin Spacey and Annette Bening.

The venture marks the first time Amazon has created a special section devoted to a theatrical release.

Contests, tickets

The site also enables online users to win tickets to 50 screenings in 50 cities. Movie-related products, such as the pic’s sound-track and DVD and VHS editions will also be sold. Free e-cards will be available later in September.

While its studio counterparts have created inhouse Internet divisions to oversee the creation of Web sites for its pics, DreamWorks has been slow to embrace the Net.

Instead, the few sites it has launched have been through outside partnerships, including pacts with Pepsi, Entertainment Asylum, Pacific Data Images and other firms to create “official” sites for “The Peacemaker,” “Antz” and “The Haunting,” among others.

“Amazon.com was one of the first to discover the power and reach of the Internet as a retail outlet, and they have certainly been the most successful in utilizing it,” said Terry Press, DreamWorks’ head of marketing. “This agreement is another example of them being on the cutting edge, and we are thrilled to be partnering with them to showcase our latest film.”

New Line ‘Shags’ AOL

Separately, New Line Cinema recently pacted with America Online to push exclusive ticket sales and merchandise for “Austin Powers: The Spy Who Shagged Me.” Fox has also promoted pics on Yahoo!

“Beauty,” helmed by Sam Mendes (“The Blue Room”) bows in New York and Los Angeles on Sept. 15, and opens wide on Oct. 1. Thora Birch (“Patriot Games”), Mena Suvari (“American Pie”), Peter Gallagher (“While You Were Sleeping”) and Scott Bakula (“Quantum Leap”) also star.

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