Don Buckley, who essentially got Warner Bros. to start marketing its movies on the Internet in 1996, has moved off the lot, forming interactive marketing agency THA.i for Terry Hines & Associates.

Buckley will serve as president of the venture, as well as exec VP of Terry Hines & Associates, a Los Angeles-based entertainment marketing firm whose clients include most of the major studios.

THA.i will focus on developing digital ad campaigns for clients, and handle online media buying and planning and mobile and social media strategies.

Agency has begun working on campaigns for Imax, CBS Films, Warner Bros., Warner Home Video, Focus Features, the Natural Resources Defense Council, Showtime and a variety of other Terry Hines & Associates clients.

Launch on the interactive arm comes as Terry Hines & Associates has been looking to expand its traditional advertising service offerings to clients. It had interactive products like the mobile platform 43kix.com and ticketing service GoFoBo.com.

At Warner Bros., Buckley most recently served as senior VP, interactive marketing. He will remain based in New York.

During his time at the studio, Buckley produced high-profile online marketing campaigns for Warner franchises like the “Harry Potter” and “Batman” films.