05.16.12
NextMovie Looking to Expand its Audience and Advertiser Reach as Part of Larger Strategy to Diversify Content Offerings
New Functionality to Include Video, Trailers and Showtimes
New York, May 16, 2012 – NextMovie announced today the acquisition of the popular movie site Film.com, a deal that expands NextMovie’s audience and broadens its reach for advertisers. The Film.com purchase is part of a larger digital strategy at Viacom’s Music and Logo Group, parent company of NextMovie, to broaden its movie offerings and embrace the passion points of its audience.
Since NextMovie’s launch in late 2010, the site has organically grown its core audience of young adults to more than 1 million monthly unique visitors. The acquisition of Film.com makes NextMovie an even more formidable player in the movie space. In the coming weeks, new functionality will be implemented on Film.com including video, trailers and showtimes as well as cross-branded content extensions.
“With NextMovie, we feel that we cracked the code for creating film content that lives across multiple platforms and screens -- web, social, mobile and TV,” said NextMovie’s Vice President and General Manager, Scott Robson, who will also oversee Film.com. “We look forward to bringing that formula to Film.com, and to building out this marquee brand.”
Viacom Music & Logo Group, a diverse consortium of brands that includes MTV, VH1, CMT, and Logo, has focused on creating new digital experiences and franchises to serve the diverse interests of its audiences. Starting with music, it embraced a multiscreen, storytelling-without-borders strategy and launched a series of new editorial products and experiences, including O Music Awards, MTV Hive, MTV Music Meter and new seasons of Unplugged. In addition to music, Viacom Music & Logo Group launched and retooled several other editorial sites to appeal to specific niches including MTV Geek for comic and geek culture, MTV Style for style and fashion, VH1 Celebrity and MTV Buzzworthy for pop culture and MTV Clutch for guys. Each of these sites have organically grown their monthly web traffic to more than 1 million unique visitors per month. As a result, Viacom Music & Logo Group has experienced a 200% uptick in traffic.
With the acquisition of Film.com, Viacom Music & Logo Group is looking to build upon the foundation created in the movie space with sites like NextMovie and MTV News’ MTV Movies Blog and Hollywood Crush pages bringing in more than 2 million unique views each month. Furthermore, MTV has embraced its short-form legacy with its innovative, interactive “MTV First” initiative that incorporates a live four-minute, on-air exclusive interview and clip reveal that expands in real-time to a long-form, online streams with the likes of Taylor Lautner, Kristen Stewart and Robert Pattinson for THE TWILIGHT SAGA – BREAKING DAWN PART 1, among others.
“Three years ago, we overhauled our entire digital strategy to focus on social and our audience’s passion points. We started with our core TV shows and then moved to music and through our content-first strategy and key partnerships we quickly became a top music destination,” said Dermot McCormack, Executive Vice President, Viacom Music & Logo Group Digital, “We see movies as another important category where we can continue to grow scale and provide great content."
As a major player in the movie space, Viacom Media Networks has celebrated movies and its biggest stars with annual tentpole events like the MTV Movie Awards, and has created memorable movies and characters via MTV Films that have included Justin Bieber’s “Never Say Never,” “Napoleon Dynamite,” the Jackass films, “Beavis & Butthead Do America,” “Hustle and Flow,” “Varsity Blues” and “Election.”
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