03/02/15: Vice announces women’s vertical ‘Broadly’; Crackle opts for TV Upfront this year; HTC unveils virtual reality tech, HBO, Lionsgate and Google launch partners



CYNOPSISDIGITAL
03.02.15

Good morning. It’s Monday March 2, 2015, and this is your first early morning digital briefing.

NEW PROGRAMMING + DEALS

 
Vice Media
will launch the women-focused channel Broadly this spring. The new web destination will feature fashion, lifestyle, politics, culture and sex content, and will be overseen by publisher Shanon Kelley and Director of Content Tracie Egan Morrissey. Additionally, Vice has multiple video series in the works for the channel including A Day In The Life, How (Blank) Found Feminism and Style and Error. Other Vice verticals include Vice News, Vice Sports and Munchies.
 
Netflix picked up Fox Digital Studio sci-fi film Parallels, which premiered over the weekend on the streaming service. Mark Hapka (Days of Our Lives) and Jessica Rothe (Next Time on Lonny) star in the movie, which follows a brother and sister who find a portal to parallel Earth’s while searching for their missing father. FDS’s past projects include Vin Diesel’s The Ropes and How to Be a Man with Vice’s Gavin McInnes.
 
Crackle will be the first streaming network to present at the TV Upfronts. Sony’s online video service is skipping digital Newfronts, which begin April 27, for an advertiser presentation on April 14. Why the move? “Our streaming network is delivering premium, long form content in a living room environment,” Eric Berger, GM of Crackle, tells Cynopsis, “with high engagement and measured by third parties, which is akin to a TV model.” On hand for announcements: Jerry Seinfeld, star of web series Comedians in Cars Getting Coffee, as well as additional “surprise guests.”
 
Homer and the rest of The Simpsons can be found on Minecraft as downloadable content for the Xbox 360 and Xbox One editions. The new character pack was part of a deal made between Xbox and Twentieth Century Fox Consumer Products in January. Minecraft has been downloaded more than 100 times since its 2009.
 
The latest series from Yahoo Screen, PBS Digital Studios and Hulu have just been added to the Watcheroo, Cynopsis’ Digital Programming Guide. Organized by show name, date, and platform, here is everything you’ll need to be caught up on digital premieres, ongoing programs, live-streamed events and integrated series.
 


A CYNOPSIS MESSAGE


THE DIGITAL BUSINESS SUMMIT
Thursday, April 23, 2015 | Astor Center, NYC | REGISTER NOW

We’re no longer in a “digital” world. We’re beyond it, in a confusing moment of media history where content lives everywhere and is generated by everyone… where the line between viewers and producers has blurred away. Where exciting revenue models can gain and lose traction in a moment, sometimes leaving more questions than answers in their wake.

Join us on April 23rd to get the information you need to meet and exceed your business goals.

EARLY BIRD ENDS: March 27 | AGENDA | SPEAKERS | BENEFITS |



 

ADVERTISING + AD PLATFORMS

 
Popular YouTube baker Rosanna Pansino will create branded tutorials through a new partnership with cake decorating company Wilton. Pansino has more than 600 million lifetime views on YT, and is known for her pop culture-themed baked goods. The brand plans to roll out more than a dozen videos throughout 2015.

 
RESEARCH
 

One tweet can account for an average of $560 of a movie’s opening weekend, according to a new study from Networked Insights. However, the same tweet fluctuates in value based on times, genres and a user’s intent. The research firm analyzed more than 400 movies from 2012 to today and examined tweet activity five weeks before its debut. They did not include 90 percent of automated accounts, promotions, giveaways and other non-organic tweets into the data. “There’s been a lot of discussion over the value of social data when it comes to the movie business,” Networked Insights CEO Dan Neely told Variety. “We wanted to look at the actual value of the consumer engaging with the movie landscape…embedding advanced Twitter analytics from beginning to end will become increasingly critical to expand reach and inform media decisions.”
 
With obvious connections to content on all platforms, the study found:
          – Four weeks before a film’s release, a moviegoer’s tweet is worth $713 on average, but declines to $161 a week before its premiere. The final week usually includes marketing messages that have been seen before, which results in less chatter about the movie on Twitter.
          – Tweets for animated films are more valuable because they represent multiple people, including the associated younger audience that does not use Twitter.
          – The most valuable tweet is one that expresses intent to see a film – worth $4,420 at four weeks before a movies release and $1,100 the week before it hits theatres. 
 

 
TECHNOLOGY
 

HTC is getting into the virtual-reality space: the company is developing the Vive headset, expected to launch later this year with content from Lionsgate, HBO and Google already lined up. Using software from Valve, the videogame company that owns online gaming platform Steam (125 million active accounts), the headset will allow users to play games and interact with entertainment programming. Lionsgate and HBO have already tested VR experiences with the movie Insurgent and the series Game of Thrones. Facebook’s Oculus, Sony and Samsung are expected to come out with their own VR devices as well.
 

EXEC MOVES
 

Twitter Head of Music Bob Moczydlowsky will leave the company this month. He originally joined Twitter in 2013 from TopSpin Media, where he was Senior Vice President of Product and Marketing. In (of course) a Tweet on Friday, he commented about his departure, “I’ve loved every day of it, and will miss our great team. What’s next? Stay tuned. ;).”
 


A CYNOPSIS MESSAGE


Want to find out what shows are online and when?

Check out the Watcheroo Digital Programming Guide

Organized by show name, date, and platform, we have everything you’ll need to be caught up on digital premieres, ongoing programs, live-streamed events and integrated series.


 
DIGITAL SPOTLIGHT OF THE DAY

 
Say hello to Legendary Entertainment’s first female superhero duo. YouTube celebs Grace Helbig and Hannah Hart announced – through a video – that they will star in a reboot of the ‘70s TV series Electra Woman and Dyna Girl. With Legendary and multi-channel network Fullscreen behind the project, Helbig will play Electra Woman and Hart will take on Dyna Girl. The pair has more than ten million subscribers and followers combined, and previously worked together on the digital feature Camp Tokata (picked up by Netflix) last year. Check out their announcement about the series at www.cynopsis.com/#video.

See you tomorrow,
Jessica Reese  @JMarieReese
03.02.15

Roberta Caploe: Editorial Director @robertacaploe
Diane K Schwartz: Senior Vice President, Media Communications Group

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