French media group Webedia has acquired Berlin-based Flimmer GmbH, a film sector start-up launched in 2012 by German directors Roland Emmerich and Marco Kreuzpaintner, and company CEO Christopher Zwickler, who will continue to lead the firm.

Originally started as a film trailer website that eschewed ads and instead rewarded visitors, Flimmer has since developed into an innovative, cross-disciplinary platform for marketing movie releases.

In November, the company came up with the idea of blowing up a massive rock sculpture of Donald Sutherland’s face as part of its campaign for Studiocanal’s release of “The Hunger Games: Mockingjay — Part 2.”

“As one of the first investors, I’m incredibly proud of Flimmer — the entire team has worked extremely hard to establish the company as a serious, yet unconventional player in the movie marketing industry,” Emmerich said. “In Webedia, we’ve found the ideal partner to raise Flimmer to the next level, and I’m looking forward to continuing working with them in the future.”

Zwickler added that the Webedia acquisition brings “enormous synergy potential” for both sides. Flimmer further solidifies Webedia Germany’s strong presence in the theatrical and home entertainment markets: The group, headquartered in Berlin and Munich, already owns leading online film portals Filmstarts and Moviepilot.

“We always strive to develop further as a versatile partner even beyond our media reach,” said Webedia Germany Managing Director Nicolas John. “We already support our clients in content marketing with social and brand publishing services. We’re delighted that we’re now able to add, through Flimmer, a lasting presence in the creative event and marketing sector.”

Flimmer designs and carries out media campaigns and events for such film distribiturs as Fox, Studiocanal and Paramount as a creative marketing agency.

Berlin-based production and distribution company DCM, also a Flimmer investor, oversaw the Webedia deal and took a leading role in seeing it through, according to Zwickler.