Studio's animation library arrives online
Wonder Woman and Fred Flintstone are getting hitched online via a new Warner Bros. Entertainment website set to launch next spring.Megasite T-Works will, for the first time, unite a wide array of key animated characters from the Warners library, including toon titans from the DC Comics, Hanna-Barbera and Looney Tunes brands. In addition to a deep catalog of broadband video, site will allow users to interact in a virtual world populated by Warners characters, not unlike the popular Second Life. “T-Works will serve as a great marketing platform for all the studio’s businesses, helping us to reach audiences in a space and in a manner that’s all about Warner Bros,” said Warners chairman-CEO Barry Meyer, who announced the initiative Thursday. Warner Bros. TV Group topper Bruce Rosenblum said T-Works is a big component of the studio’s broadband push. Rather than just offering up old episodes of “The Jetsons,” T-Works will let users interact with other toonheads as George Jetson or whatever characters they like. And Warners will support character mashups — user-generated videos or animations in which, say, Superman hangs out with Captain Caveman. Rosenblum said he sees T-Works as a “an incubator for new content,” not unlike the way in which the studio’s TMZ.com has morphed into a TV series. Warner Bros. is already working with WBTV Group’s Studio 2.0 to develop a “Batman” shortform series and a project based on “The Wizard of Oz,” both of which will make their debuts on T-Works. Exec is forecasting plenty of cross-promotion with Warners’ film and video units. “The next time we do a ‘Polar Express,’ this will be a great place to market it,” he said. T-Works will feature advertising, though Rosenblum is promising to do it in an organic fashion.
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