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Warner Bros. Joins Ghost in the Machine
December 6, 2007
Warner Bros. is embracing the brave new world of digital living. The studio announced this week it will begin "screening" movies on the teen website and virtual community,
Gaia Online. According to the announcement, more than 2.5 million teens visit the site each month, spending on average two hoursper day, which is just enough time for movie...
At Gaia's virtual theater, the Gaia Cinemas, the WB catalogue will be updated each week. Members will have access to daily free screenings, as well as $1.99 pay per view screenings for recent releases like
The Matrix, Batman Returns, and
Ace Ventura: Pet Detective.
Gaia Online is a social environment where teens come to hangout, have fun and express their individuality through customizable avatars, cars and homes, casual games, arenas for creative writing and artwork, according to the announcement. Members participate in discussion forums on thousands of topics and virtual spaces such as movie theaters, drag races and towns. The Gaia economy sees upwards of 100,000 transactions per day.
Scarey.
At the Gaia Cinemas, concession stands offer "virtual popcorn and other items, including laser pointers, to enhance the viewing experience. Users can also chat during the films to share insights, commentary and jokes with other users.
"Virtual communities such as Gaia Online are reinventing the way that people experience entertainment," said Andrew Mellett, Senior Vice President, Video on Demand, Warner Bros. Digital Distribution. "At Warner Bros., we are committed to identifying new channels to reach as many fans as possible and this partnership with Gaia provides a great new way for movie fans to experience our films."
"Teens spend hours each day on Gaia Online because there are always new ways to have fun and socialize. The Gaia Cinema is already abuzz with activity, and bringing a wide selection of films from Warner Bros.' incredible catalogue is another huge bonus for the Gaia Online community," said Craig Sherman, CEO, Gaia Online.
Posted by Ned Randolph on December 6, 2007 | Comments (0)