Movieline, which started its life as a film and entertainment magazine popular with film critics before being relaunched as a website in 2009, is taking its digital presence a step further, kicking off a YouTube channel, featuring movie previews and reviews, as well as profiles of actors and breaking Hollywood news courtesy of partners Variety and Deadline.
Movieline will follow what has become a traditional format for “newsy†YouTube channels, producing stories in two- to three-minute segments.
Michael Davis, chief of video strategy and GM of Entertainment News TV (a Penske Media Corp. property) will executive produce and oversee the Movieline brand. Entertainment News TV, a YouTube original funded channel, has racked up 135 million views in its first year, setting a good target for Movieline, which has already begun to air its first segments, movie previews hosted by Tatiana Carrier.
Movieline is changing its focus somewhat, as it looks to offer a more consumer-centric site in an effort to dip into what is becoming a larger advertising pool focused on online video.
“We’re seeing the growing demand for online video and the appetite advertisers have to reach these focused audiences,” said Jay Penske, founder, chairman and CEO of PMC.
Ad platform BrightRoll, last week released its 2013 US Video Ad Report. The report, based on survey responses from 150 ad execs, showed that the number of video ads served in 2013 increased 64 percent over the past year, a trend it said would likely continue. BrightRoll said its survey suggested that running a schedule of ads on TV and online video was a potent combination, with 29 percent of viewers who were exposed to both being able to recall the message, compared to 19 percent that viewed the TV ads alone, a 53 percent increase in message performance.
