Initiative kicks off May 4 at 8 p.m. with a double feature of “Boogie Nights.” The accompanying BuzzFeed list is “17 Incredibly Awesome Movie Prosthetics,” which can be found at IFC’s website.
“I’m a fan of BuzzFeed,” Blake Callaway, senior veep of marketing at IFC told Variety. “They always find really interesting intersections of pop culture, and I was looking for a way to promote a movie library in our ‘slightly off’ way.”
BuzzFeed, known for quirky, comedic lists featuring photos and GIFs, has worked with “Good Morning America” and “The Today Show” in the past. Pact with IFC, however, marks the site’s first foray in programming.
BuzzFeed’s lists are widely shared on the web and through social media, so the “BuzzFeed Block” partnership with IFC offers the cabler an opportunity to drive online traffic to IFC.com for the exclusive content, since it won’t be available at BuzzFeed.com.
BuzzFeed also benefits: while the site has a strong presence online, it has yet to establish a solid foothold in the on-air space. IFC will offer BuzzFeed on-air promotion throughout the week leading up to the “BuzzFeed Block,” thereby expanding the BuzzFeed brand expression beyond the world wide web.
“TV is innately social,” said Scott Lamb, BuzzFeed’s editorial director. “We couldn’t be more thrilled to work with IFC to turn our shareable lists into a block of TV programming. It’s a first for us and we’re so excited and hope viewers will share while they’re watching.”
Lamb added to Variety: “There was some back and forth with IFC about the types of films that might work best, We’re used to working in the world of internet where there’s this boundless amount of content to deal with. In programming, they have more constraints.”
The “BuzzFeed Blocks” in May include:
May 11: “City Slickers” and “Austin Powers Goldmember”
May 18: “Collateral Damage” and “The Fugitive”
May 25: “Arrested Development” marathon
IFC plans to continue the “BuzzFeed Block” on a monthly basis after May.
Callaway sees initiatives between IFC and BuzzFeed beyond the programming block as a real possibility in the future.
“I think we could do a lot of cool stuff together,” Callaway stated. “A screening event could be fun, and we could help cherry pick the movies they want to write a list about….It’s a win-win for both of us.”