E! founder to bow Celebstreet.com

Site to combine content, e-commerce and auctions

Alan Mruvka, founder of E! Entertainment Television and Filmtown Entertainment, will launch Celebstreet.com April 5 at the Spring Internet World trade-show in Los Angeles.

Combining entertainment content, e-commerce and auctions of movie memorabilia, site will be divided into seven channels: Moviestreet, Musicstreet, Televisionstreet, Fashionstreet, Auctionstreet, Shoppingstreet and Camstreet.

Strategic partners contributing to the site include TV Guide, the Weather Channel, Global Fulfillment and EarthCam.com. Mruvka said he gathered $10 million for the startup in an initial private round of funding, and that he intends to take the company public some time in the future.

“I’m new to the Internet, so I think I come to it with fresh eyes, which is a real positive,” Mruvka said.

Mruvka said he wants the site to offer more than just news. For instance, EarthCam.com will provide the site with the technology to host live Webcams at various sites around Hollywood, he said, and Global Fulfillment will provide the template for the e-commerce section of Celebstreet.com. Site will launch with 1.8 million movie, music, book and videogame titles.

In addition, site will provide free downloads of over 7,000 movie trailers and 7,000 musicvideos. This part of the site will be targeted at users with broadband connections.

“Even with its phenomenal recent growth, Internet use for entertainment purposes is still in its infancy,” said Joe Nittolo, Celebstreet.com exec VP and co-founder of Filmtown Entertainment. “With our mix of content and categories, we will grow Celebstreet.com into the same kind of content powerhouse that E! has become.”

Pamela Anderson Lee will “flip the switch” to symbolize the launch of the Web site at next week’s conference at the L.A. Convention Center.

Founded in 1998 by Mruvka and Nittolo, Filmtown Entertainment specializes in motion picture and television production, financing and foreign sales. Among the projects the company has helped finance are “State and Main,” written and directed by David Mamet and starring Alec Baldwin, William H. Macy, Sarah Jessica Parker and Phillip Seymour Hoffman. Pic’s skedded for release this year.

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