The launch is timed to promote Perry’s Prismatic World Tour, which will hit 62 arenas in North America starting June 22 after kicking off in the U.K. last month. The film is available to Perry’s Facebook fans initially in the U.S., Canada and the U.K., for a rental fee of $4 to watch on the site for a 48-hour period.
Paramount is the first major studio to distribute a full-length film on Facebook, which has more than 1 billion active monthly users worldwide, in several years. Warner Bros. tested streaming rentals of “The Dark Knight” and a handful of other titles on the social service in 2011, but soon discontinued the effort.
“Paramount’s digital strategy incorporates the ever-evolving platforms that consumers are using, and this initiative is an example targeting content directly to an avid fan base,” studio rep said.
“Katy Perry: Part of Me” earned $32.7 million worldwide in its theatrical release. The pic also is available for streaming on Netflix and Amazon.com’s Prime Instant Video — limiting the number of fans opting for the Facebook rental — as well as for purchase or rent in digital and DVD formats from multiple retailers.
The docu centers on the cartoony pop star’s 2011 California Dreams Tour and includes behind-the-scenes interviews, rehearsal footage, and personal moments between Perry and her friends. Pic also shows Perry dealing with her midtour divorce from British actor-comedian Russell Brand.
The Facebook video is being powered by the media player from Screenburn, a London-based startup that specializes in solutions for selling movies and TV shows on Facebook. Screenburn founder and director Tom Raffe touted the promotion of “Katy Perry: Part of Me” as a landmark release “simply because of the incredibly passionate following she has on the platform and throughout social media.”
“Katy Perry The Movie: Part of Me” can be rented on Facebook here, via credit card or PayPal. After launching in the U.S., Canada and U.K., the movie is slated for release for Facebook users in Brazil later in the year.
Earlier this week Perry launched a new music label, Metamorphosis Music, in partnership with Capitol Records. The first act she has signed is pop singer Ferras.