×
You will be redirected back to your article in seconds

Amazon will book online promo shorts

New 'Amazon Theater' launches co. into showbiz

Amazon.com is the latest consumer company to get into the film biz, launching a series of short pics on its Web site to promote an array of products that it sells and promising an upcoming “major short-film initiative.”

E-tailer is working with Ridley and Tony Scott’s RSA USA to create five shorts that it began running Tuesday and will update each week. Films are directed by RSA helmers, including Tony Scott, and feature thesps including Minnie Driver, Blair Underwood and Chris Noth.

Launch of “Amazon Theater” makes it the latest company to get into branded entertainment, although Amazon is the first retailer to promote a variety of different products. Previous players have been companies such as BMW, American Express and Jaguar looking to market a single brand.

Films were created independently by RSA’s helmers, after which Amazon worked with the different brands it sells to integrate their products into the pic.

Each film includes a detailed list of all the products from the pic for sale on Amazon in the credits and has clickable links to purchase them all on the accompanying Web page.

In addition, each participating thesp get his or her own Web page with a bio and list of credits, along with clickable links for DVDs or albums on sale at Amazon. Company created the promotional pages in lieu of paying full fee to attract talent for the pics.

Amazon has been increasingly using video on its site for a while — a recent clip involving Jon Stewart, for instance, promoted “America: The Book,” by Stewart and other “Daily Show” writers.”We thought we could go one step further with this whole genre by creating pure entertainment,” said Amazon.com spokeswoman Chris Bruzzo. “They’re not films about a certain product, but original movies for which we worked with our vendors to find products that would make sense.”

Amazon plans to continue the offering with what it’s calling a “major short-film initiative.” Company’s recruiting tyro filmmakers to sign up for the program via its Web site, although it didn’t provide any further details on the plan.

Netco worked with agency Fallon Worldwide, which helped create BMW’s series of short Web films, on the new initiative.

Shorts were further sponsored by Chase, which is integrating ads for its Amazon.com branded credit card throughout Amazon Theater.

More Scene

  • Marianne Rendon, Matt Smith, Ondi Timoner

    Robert Mapplethorpe Biopic Team Talks 'Fast and Furious' Filming

    Thursday night’s New York premiere of the Matt Smith-led biopic “Mapplethorpe” took place at Cinépolis Chelsea, just steps from the Chelsea Hotel where the late photographer Robert Mapplethorpe once lived — but director Ondi Timoner had no sense of that legacy when she first encountered him in a very different context. “When I was ten [...]

  • Producer Mel Jones poses at the

    'Dear White People' Producer Talks Hollywood's 'Black Tax'

    “Dear White People” and “Leimert Park” executive producer Mel Jones is extremely familiar with growing up and watching “white men in all types of roles and never [seeing] ourselves as a part of those narratives.” Now, there may be some more opportunities for writers of color to tell their own stories, but, she notes, there [...]

  • Rebel Wilson Isn't It Romantic

    Rebel Wilson on Twitter Gaffe: 'It Was Purely to Lift My Fellow Plus-Size Women Up'

    “I obviously misspoke in that situation,” Rebel Wilson told Variety at the premiere of her latest film “Isn’t It Romantic” Monday, acknowledging the gaffe in which she claimed to be the first-ever plus-sized woman to star in a romantic comedy during an October appearance on “Ellen.” Following the comment, Wilson was met with criticism from Twitter [...]

  • NORTH HOLLYWOOD, CALIFORNIA - FEBRUARY 11:

    How Lena Waithe Convinced Halle Berry to Team Up for 'Boomerang' TV Series

    Halle Berry wasn’t immediately sold on the idea of a “Boomerang” reboot. The 1992 romantic comedy, which starred Berry, Eddie Murphy, and Robin Givens, told the tale of cocky ad executive and insatiable ladies’ man Marcus (Murphy) who meets his match in his new boss Jacqueline (Givens) — an exec who treats him the same [...]

  • Rebel Wilson and Miley Cyrus'Isn't it

    Why Liam Hemsworth Wasn't at His 'Isn't It Romantic' Premiere, but Wife Miley Cyrus Was

    Liam Hemsworth had every intention of bringing his wife, Miley Cyrus, to Monday’s premiere of his new romantic comedy “Isn’t It Romantic.” However, the Aussie actor was forced to skip the evening because of some “health things.” That didn’t stop Cyrus from attended the red carpet shindig at the Theater at the Ace Hotel in downtown [...]

More From Our Brands

Access exclusive content