Co. offers upcoming releases, corporate news, links

Check out an online weblog, or blog, and you’re likely to find an individual’s musings on politics, art or failed relationships.

But while blogs are largely known for individual expression, Hollywood is also starting to smell a marketing opportunity.

Ever since 1999’s “The Blair Witch Project” showed that films can take off thanks to Internet buzz, entertainment companies been exploring ways to do more online than put up a film Web site with plot summary and cast bios.

Fox Searchlight is the first studio to get in on the blogging game, offering a company blog with information on upcoming releases, corporate news and links to positive reviews.

Content for the 8-month-old offering — located at www.foxsearchlight.com/blog — lies somewhere between the personal and outright marketing, promoting the niche label’s films with a more personal touch than mere ad copy.

Typical is a recent entry linking to an article with information on helmer Gurinder Chadha‘s upcoming projects — which conveniently reminds readers that Searchlight’s ” ‘Bend It Like Beckham’ is also available on DVD through Amazon.com.”

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