Company to produce 'advertainment'

PARIS — Helmer-producer Luc Besson is teaming up with advertising exec Christophe Lambert to launch Blue, Gaul’s first shingle devoted to “advertainment” — a blend of entertainment and advertising.

Blue — whose name is reminiscent of Besson’s 1988 hit “The Big Blue” — will produce clips, films, TV series and talk shows co-produced and financed by consumer brands.

Besson told newspaper Le Figaro that he is counting on the upcoming deregulation of French TV to allow for more product placement and branded content.

Lambert was formerly an exec at FFL, an advertising group he co-founded with Frederic Raillard and Farid Mozartan in 2006, whose powerhouse client list includes L’Oreal, Lagardere and Cartier.

Besson’s production and distribution company EuropaCorp is investing in Blue via his holding company Front Line.

EuropaCorp is launching 13 digital channels, all dedicated to cinema, in the spring, which will be accessible from cell phones and other hand-held devices.

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