September 19, 2008 / 7:23 AM / 10 years ago

Clip strategy links Lionsgate, YouTube

LOS ANGELES (Hollywood Reporter) - Lionsgate has set up shop on YouTube. The studio quietly introduced a new branded channel (here) on the popular video site this week, with dozens of clips from its library linked to DVD and download-to-own film opportunities. The site is an outgrowth of an ad revenue deal signed by Lionsgate and YouTube's Google parent in July.

As many as six multi-minute clips from individual Lionsgate films including “3:10 to Yuma,” “Good Luck Chuck,” “Cooler” and “Akeelah and the Bee” are aggregated at the Lionsgate Shop Channel. A banner on the page leads to Lionsgateshop.com, where the films highlighted in the clips are available for purchase. That e-commerce site, which has been up since January, could see a significant traffic boost with YouTube.

Lionsgate Shop is the most aggressive move a studio has made to monetize YouTube beyond advertising on the site or posting film trailers.

The channel is still a work in progress. Each individual video player page carrying Lionsgate video eventually will carry a link leading to a relevant purchase opportunity at Lionsgateshop.com.

“This is a propeller airplane version of this service,” said Curt Marvis, president of digital media at Lionsgate. “We’re hoping to get it to supersonic jet phase in the next six months with more clips and a more engaging experience.”

Marvis indicated that he also is in talks with other online video hubs about creating similar arrangements with Lionsgate.

Reuters/Hollywood Reporter

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