×
You will be redirected back to your article in seconds

New Line’s Web pact targets niche auds

Pix to tout Snowball.com sites

New Line Cinema said Wednesday it has made an investment in Snowball.com, a collection of Web sites targeting 12- to 29-year-olds. The investment of less than $5 million has resulted in an overall promotional deal between the companies.

As part of the multiyear pact, Snowball’s sites — the young female-oriented ChickClick.com, male site IGN.com, high school site PowerStudents.com and college-themed InsideGuide.com — will make appearances in several of New Line’s upcoming pics and be promoted on studio’s homevids.

They will additionally be linked through Web-enabled DVD product from New Line.

Link to niche

In return, Snowball will push New Line’s pics online, by posting trailers, interviews and behind-the-scenes production footage on its sites.

The promotional tie-ins have already begun, with ads for New Line’s upcoming romantic comedy “The Bachelor” appearing on the sites.

Jim Rosenthal, executive veep of business development for New Line, told Daily Variety, “We’re trying to figure out where to play on the Internet. We’re creating the content that excites this group of people. We found that culturally, we (New Line and Snowball.com) think about things similarly.”

The deal gives New Line a direct link to a niche demographic it has been targeting for some time. San Francisco-based Snowball, launched in January, has been trying to target what it calls “Generation I” or the ‘Net generation.

Its name symbolizes “growth of the company and the generation it’s targeting.” Snowball.com lures 4.5 million Netizens per month, with IGN attracting over 2.6 million alone.

Deal also furthers New Line’s efforts on the Web, which already include its online studio store, auction sites and a promotional pact with America Online.

New Line said it will continue to look at other Web sites for investment opportunities.

“Our investment in Snowball.com is meant to both complement and expand on our marketing arrangements with the Internet industry,” Rosenthal said.

More Digital

  • Smithsonian subscription VOD

    Smithsonian Networks Launches New Subscription VOD Service, Folding in Smithsonian Earth

    Smithsonian Networks has expanded its push to reach cord-cutters with the launch of Smithsonian Channel Plus, promising subscribers 1,000-plus hours of streaming nonfiction programming for $5 per month. The new subscription VOD service incorporates and supersedes Smithsonian Earth, the company’s $3.99-monthly SVOD service that launched three years ago, which had been geared around nature and wildlife. [...]

  • YouTube Rewind 2018

    YouTube Rewind 2018 Officially Becomes Most-Disliked Video Ever

    The haters have spoken: In less than a week, YouTube Rewind 2018 — its year-in-review mashup — has registered the most dislikes of any video on the platform. As of Thursday (Dec. 13) morning, YouTube Rewind 2018 had notched 9.9 million dislikes after debuting Dec. 6. That pushed it above the previous record holder: Justin [...]

  • NPR Releases Open Source Podcast Metrics

    How NPR Aims to Bring Transparency to Podcast Metrics

    NPR unveiled a new open source podcast measurement project Wednesday that aims to bring more transparency and granularity to podcast metrics. The project, dubbed Remote Audio Data (RAD), has been developed in partnership with a number of podcast app developers, ad tech companies as well as tech and media heavyweights including ESPN, Google and iHeartMedia. [...]

  • 2019 Variety Predictions

    2019 Predictions: What's in Store for Film, TV and Music Next Year?

    It would be hard to top the drama of 2018. From media mega-mergers to the rise of Time’s Up, it was a year that had more than its fair share of twists and turns. Leslie Moonves resigned in disgrace, AT&T snapped up Time Warner, Disney inched closer to subsuming Fox and “Black Panther” shattered box [...]

  • apple brooklyn october 2018 event

    Apple Looking to Launch Magazine Subscriptions in Early 2019 (Report)

    Apple is preparing to relaunch Texture, a news subscription app it acquired in March, as a premium tier of Apple News early next year, according to a Bloomberg report. To prepare for the launch, Apple has been trying to get prominent newspapers including the New York Times and the Wall Street Journal to come on [...]

  • Tencent Music Raises $1.1 Billion for

    Tencent Music Raises $1.1 Billion for IPO, Much Less Than Expected

    China-based music streaming company Tencent Music Entertainment Group said it raised nearly $1.1 billion in its U.S. initial public offering, according to Reuters. Earlier this year, the company was expected to be valued at as much as $30 billion and raise $4 billion for its IPO, but those estimates were slashed in September. The IPO [...]

  • Netflix Orders ‘I Am Not Okay

    Netflix Orders ‘I Am Not Okay With This’ From Producers of ‘Stranger Things’

    The producers of “Stranger Things” and creator and director of “The End of the F***ing World” series are making “I Am Not Okay With This” for Netflix, a coming-of-age tale about a girl with mysterious powers. 21 Laps will make the series, which was co-created by Jonathan Entwistle, who was behind Channel 4 and Netflix show [...]

More From Our Brands

Access exclusive content