Mashable Buys YouTube Channel CineFix, Further Pushing Into Video

Digital media company Mashable has acquired CineFix, a YouTube channel aimed at movie buffs and filmmakers, from Whalerock Industries.

CineFix, which has over 1.6 million YouTube subscribers, is known for original series geared toward superfans with franchises that include “Homemade Movies,” “Things You Didn’t Know,” and “What’s the Difference?” The series will continue to be distributed on CineFix’s own channels, as well as across Mashable’s owned-and-operated properties, social channels and distribution partners.

Terms of the deal weren’t disclosed. Mashable’s acquisition of CineFix comes on the heels of New York-based Mashable raising $15 million in Series C funding led by Turner. The company also has inked video partnerships with Bravo and Telemundo and distribution deals with Amazon Video Direct, Apple TV, Verizon’s Go90 and Comcast’s Watchable.

“We believe acquiring CineFix aligns squarely with the Mashable voice, our overall business strategy and our commitment to expanding our video capabilities both organically and through strategic partnerships,” Adam Ostrow, Mashable’s chief strategy officer, said in announcing the deal. “Mashable understands the passionate following that CineFix has developed over the last four years and is excited to bring our resources, partnerships and distribution to further expand the offering for entertainment enthusiasts around the world.”

Launched in 2012, CineFix has produced more than 1,200 videos to date. The CineFix channel will also host new and existing Mashable-produced entertainment video franchises, initially including Mashable Studios’ “Trailer Mix,” “DIY Costume Squad” and “Scene Stealers.” In addition to production resources, Mashable expects to build out CineFix’s social presence on platforms including Facebook and Twitter.

Lloyd Braun launched media and production company Whalerock Industries in 2014, renaming the company previously known as BermanBraun after principal Gail Berman’s departure.

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