L.A. Office launches new social network
Hollywood’s brokers of promotional partnerships for movies and TV shows now have their own social network.The L.A. Office, a branded entertainment consultancy that operates the annual RoadShow confab, has launched the Lounge on its website, which enables marketers to network while looking for promo opportunities for their companies in film, homevideo, television, music and videogames. More than 2,000 marketing opportunities have already been posted on the site, with new listings monitored by L.A. Office staff. New venture, accessible at LAOffice.com, borrows elements made popular on sites like MySpace, Facebook, LinkedIn and Plaxo such as creating personal and company profile pages, blogs, forums and industry news. Site is split into three levels of membership, each offering increased access to resources and contacts. The Lounge is hardly the first online marketplace that’s attempted to pair up Hollywood productions with Madison Avenue — PlaceVine and NextMedium’s Embed have similar ventures — but it’s the first to be launched from an org that’s been playing matchmaker for such deals for the past 15 years. “Our consulting business and RoadShow events have provided the L.A. Office with a long history of bringing entertainment companies and brand marketers together,” said Mitch Litvak, prexy of the L.A. Office. “Now we are transferring that expertise and access to an online networking community.” Site’s already attracted heavy hitters from the studios and networks who are eyeing the dot-com as a way to conduct business as budgets get slashed. “With fewer trade shows and conferences taking place and tighter budgets for travel, the site is helping my team maintain an up-to-date connection between our properties and brands that fit for project integration,” said Mary Goss Robino, senior VP of global partnerships at Sony Pictures Entertainment.