Trailer For Every Oscar-Winning Movie Ever

http://www.youtube.com/watch?v=rbhrz1-4hN4&feature=player_embedded

THE NEW DORK - Entrepreneur State of Mind (Jay-Z ft Alicia Keys Spoof)

http://www.youtube.com/watch?v=exmwSxv7XJI&feature=player_embedded

All The Oscar Nominated Animated Short Films

http://www.buzzfeed.com/ashleytalong/oscar-nominated-animated-short-films-hpz

Funny or Die’s Presidential Reunion

http://www.funnyordie.com/videos/f5a57185bd/funny-or-die-s-presidential-reunion

I Am A Motherf***er 

A two-part documentary about Thomas Bruso, also known as Epic Beard Man, whose belligerence has become a worldwide phenomenon. This should help offer some perspective on the man behind the drunken public fist fights.

http://www.buzzfeed.com/awesomer/i-am-a-motherfer-the-thomas-bruso-story

Books:

She’s Crazy, He’s a Liar – Now What?: A Single Girl’s Guide to Understanding the Sexes

By Cecily Knobler

Luckily, comedienne Cecily Knobler has come out with a new dating book for both men and women called She’s Crazy, He’s a Liar – Now What? While the title may look like it’ll just reinforce stereotypes, it actually presents a less rigid, commonsense approach to dating that completely avoids being preachy. Instead of trying to give you rules to follow, Knobler shares her (many, many) firsthand experiences in dating scenes across the country and helps identify red flags that could pop up. The book aims to make readers more introspective and encourages us to recognize the problems we can so easily see in others’ relationships in our own without outside help.

http://www.shescrazyhesaliar.com/

Websites:

CheaterRegistry.com

Think your man is sleeping around on you? Know a guy or gal that’s been making the rounds? Add or search for them on the database of this new website. This site is for people who suspect their mate might be cheating. Here they can log on and see if anyone has posted them - and just how much evidence there is to prove it. Videos, photos, audio, texts, emails and even birthmarks. http://www.cheaterregistry.com/

Articles:

‘The Hurt Locker’ Wins Big at Oscars

The Iraq war drama “The Hurt Locker” took home the Oscar for best picture, while its director, Kathryn Bigelow, became the first woman to win an Oscar for best director.

http://www.nytimes.com/2010/03/08/movies/awardsseason/08oscars.html?th&emc=th

Top 10 Academy Award Mysteries: Explained

http://gawker.com/5488473/top-10-academy-award-mysteries-explained/gallery/?skyline=true&s=i

Official Streamy Awards 2010 Nominees

http://www.streamys.org/winners/2010-nominees/

Hollywood is Addicted to Branding

Making movies based on brands is not new and often makes good films, but now we’re beginning to see this trend venture into the extreme.

http://www.campuscircle.com/review.cfm?r=10484&h=Hollywood-is-Addicted-to-Branding-

Comedy Central Orders ‘Workaholics’

Latest show to make the jump from web series to television
http://www.broadcastingcable.com/article/449452-Comedy_Central_Orders_Workaholics_.php

Their So-Called Life

Fact and fiction behind the fickle teen girl demographic

http://www.mediaweek.com/mw/content_display/community/opinion/e3i7f27204a864d83e7f12c0971372754a1

Tribeca Film Group Tries to Build a Distribution Brand of Its Own

http://www.nytimes.com/2010/03/03/movies/03tribeca.html?th&emc=th

Moonves: Give Us Our Retrans Cut

CBS Corp. President/CEO Leslie Moonves made an emphatic case for broadcast’s emerging dual-revenue model at the Morgan Stanley Technology, Media & Telecom Conference in San Francisco today, saying event programming such as the Super Bowl and March Madness basketball–paired with the network’s winning primetime lineup–merits CBS a significant cut of retransmission consent revenue.

http://www.broadcastingcable.com/article/449429-Moonves_Give_Us_Our_Retrans_Cut.php

Is ‘High Society’ the New ‘Jersey Shore’? Tinsley Mortimer Weighs In

http://www.popeater.com/2010/03/01/high-society-jersey-shore-tinsley-mortimer/

Events:

PaleyFest 2010

Friday, February 26, 2010-Sunday, March 14, 2010

Paley Center for Media - 465 N. Beverly Drive, Beverly Hills, CA 90210

PaleyFest continues its twenty-seventh year tradition of celebrating the collaborative creativity behind making great TV entertainment. The Festival will honor the casts and creators of Breaking Bad, Community, Cougar Town, Curb Your Enthusiasm, Dexter, Flash Forward, Glee, Lost, Men of a Certain Age, Modern Family, NCIS and The Vampire Diaries. There will also an evening with Seth MacFarlane with special guests.

http://www.paleycenter.org/paleyfest-portal/

Media Leaders Networking Event

Tues. March 9th @7-10PM

Rush Street - 9546 Washington Boulevard, Culver City, CA 90232

Join fellow Media Leaders in your city for an event on March 9th to share ideas and enjoy meeting new friends a week before SXSW. There’s no keynote speaker or panel of experts, just socializing and mixing with key influencers that are changing the way the industry operates. Bring your business cards to take part in a cutting edge junction of leaders in marketing, advertising, PR, and technology while discussing current events and new innovations. We are a group of influencers that come together to exchange ideas and thrive on meeting new people while making lasting connections.

http://medialeaders.tv/la-event-mar9/

2010 Los Angeles Times Festival of Books

Sat, Apr 24, 2010-Sun, Apr 25, 2010

UCLA - 405 Hilgard Ave., Los Angeles, CA 90095

UCLA hosts the largest festival on the west coast featuring more than 100 author panels (with authors ranging from Ray Bradbury to Mary Higgins Clark to Tori Spelling) and the “Comix Strip” which offers access to comic book, graphic novel and manga exhibitors

http://www.latimes.com/extras/festivalofbooks/

SHOWBIZ EXPO

LOS ANGELES - Sat/Sun April 24-25, 2010
10am - 5pm on Both Days
Los Angeles Convention Center - West Hall B

ShowBiz Expo is a FREE five-star event that brings everyone in the Entertainment Industry  together under one roof (film makers, production companies, studios, screenwriters, producers, directors, actors, designers, company/general managers, editors, cinematographers, crew, musicians, etc.). This event is FREE to attend.
ShowBiz Expo is the only event of its kind that simultaneously offers great exhibitors, industry workshops (ranging from producers panels to casting directors to festivals), HeadShot Lane, Movie Reel Showcase, Designers Showcase, Project Boards, Roundtable networking, Focus Groups, Film Festival, actual casting calls (Telsey + Company and Disney Theatrical Group), and networking opportunities in a professional all-entertainment related trade show venue.
While the main Expo is FREE, if you’d like to attend workshops, focus groups and other premium conference options, use discount code INFO25 when you register and get 25% OFF!!

http://www.theshowbizexpo.com/

Check it out at http://www.1in3likeme.com/

Jordan joined Russ Axelrod of Microsoft’s MSN Branded Entertainment and Experiences Team, BlogHer CEO Lisa Stone, and intellectual property law expert Janet Cullum, Partner, Cooley Godward Kronish, for a panel discussion moderated by Doug Scott, President, OgilvyEntertainment.

Click here to open a video of the full panel discussion.

For a full list of Grammy nominees in all categories, click here. Below are the nominees for Best Comedy Album (for comedy recordings, spoken or musical):

• Back From The Dead
  Spinal Tap
  [The Label Industry/Artist2Market Distribution]
• A Colbert Christmas: The Greatest Gift Of All!
  Stephen Colbert
  [Comedy Central Records]
• Internet Leaks
  “Weird Al” Yankovic
  [Volcano]
• My Weakness Is Strong
  Patton Oswalt
  [Degenerate/Warner Bros.]
• Suckin’ It For The Holidays
  Kathy Griffin
  [Music With A Twist]

• Tall, Dark & Chicano
  George Lopez
  [Comedy Central Records]

My Weakness is Strong is available on CD and DVD from Amazon, and on iTunes download.

Dan McDermott Back at Fox

Sets family adventure ‘Ravens Parish’ at network

For original article at THR.com, click HERE.

By Nellie Andreeva

Oct 26, 2009, 11:00 PM ET

Check out the original post on Ypulse HERE 10-26-2009

There’s been a steady stream of news on the digital content and branded integration front, culminating this past week with some major announcements. Just on the tail end of FOX’s plans to rebrand Fox Atomic as Fox Digital Studios, this weekend news broke that former Disney chairman Michael Eisner would be also be expanding his new media reach with increased production from web video studio Vuguru.

With teens and college students paying less attention to traditional advertising and going online to watch shows they may have missed on TV, we’ve seen the writing on the wall for a while now, as have many in the industry (see efforts to translate web series into TV shows, social media marketing campaigns, promotional interstitials etc.) The resulting experiments have been mixed, but with these powerhouses putting dedicated resources behind branded entertainment it’s hard not to wonder if we’re closing in on the tipping point.

To gain a better understanding of what’s kept broadcast networks from completely cracking the code thus far, and where the most potential lies, I caught up with Jordan Levin, CEO and co-founder of Generate, a multi-media studio that recently teamed up with TheWB.com to launch “The Lake” (pictured here) a teen drama produced by Jason Priestley that hearkens back to vintage WB shows . No stranger to that particular breed, Jordan is best known as the former CEO of The WB, responsible for helping develop the channel’s distinctive brand of youth-oriented shows (“Dawson’s Creek,” “Gilmore Girls,” “Buffy the Vampire Slayer”). In other words, there seemed like no better person to talk to about what these sea changes mean for the teen audience.

Hearing Jordan relate the innovation we’ve seen outside of the mainstream industry to the young, offbeat showrunners he championed back in the early days of the channel, it seems like no coincidence that Buffy creator Joss Whedon is also on the front lines of the brave new webby TV world with “Dr. Horrible’s Sing-Along Blog,” an independently produced musical web series, leading the way for inspired, less experienced content producers. Jordan says, “The cool thing right now is that when we started the WB, it was very hard for someone outside of the Hollywood system to get their voice heard. If someone doesn’t feel like they’re getting the voice heard now, it not only can be heard, but can be amplified by the power of social media. So digital has really catalyzed their ability to do something about it. There are thousands of narrative threads, amateur web series that are created by and consumed by peers rather than created by someone much older than them.”

As for those unheard voices, Jordan notes that this has increasingly become a problem for younger viewers, “The way networks choose to program television shows, doesn’t reflect the younger audience’s consumption habits… [web video and portable devices] create an opportunity to satisfy that audience by providing them with content that is more reflective of the way they view content.” He goes on, “It’s not only a question of the type of programming directed towards a younger audience, but when you look at the programming that targets them there isn’t a lot of diversity in regards to the world view…That’s one of the reasons why we see ‘The Lake’ succeed. It reflects a tone of programming that is hard to find on tv right now.”

Jordan points to the missing realism, we’ve often lamented here on Ypulse, that reality shows and privileged fantasies channels like The CW (formerly The WB) promote, as part of the problem, “I don’t fault one network for picking a specific point of view. I’m disappointed that television overall doesn’t offer a dimensional enough reflection of the emotional complexities of a younger audience whether it be teen or young adult. There’s a lot going on with the economy, ongoing war, the environment. When television as a medium overall, or television as an industry, sends out an image that presents a bit of a disconnect with the state of the audience it does create disenfranchisement. The message becomes, or at least can be interpreted, as this is how we as adults see young people.”

Still, when I asked Jordan about the future of this brave new world of entertainment, he appropriately expresses faith in the same demographic he’s built his career on: “Working with traditional companies one experiences the resistance to changing legacy models, but change is inevitable, and that change is going to be led by young people.”

Check out the original article HERE.

By Ed Martin

TheWB.com’s latest original series, a teen drama titled The Lake, is hardly groundbreaking as scripted entertainment, but it is a very effective centerpiece in a grand platform for advertisers. At a time when traditional and experimental media are colliding and business models are in perilous play that makes it a win for all involved.

The basic story foundation here — a group of pretty white kids suffering through their own teeny-something dramas — is vintage WB, recalling more than one series from that late and much-lamented broadcast network. The young and beautiful are the children of four families that spend their summers in a glorious lakeside community, the perfect place to wallow in the kind of problems other folk only dream of dwelling on, especially during this economy.

For the kids it’s all about lust, longing, coping with change and finding new friends. Oh, and skin care. The Lake has a single sponsor: Johnson & Johnson’s Clean & Clear skin-care line for tweens and teens. These products could not be promoted in a better environment. Eye-catching banner and box ads for Clean & Clear appear above and below TheWB’s player, each inviting the viewer to click on it and download a coupon. A breezy fifteen-second spot for the product line appears at the start of and midway through each episode. The spot isn’t at all annoying except when viewed over and over again, as is the digital way.

Yes, a couple of the female characters are actually shown using Clean & Clear products during a couple of scenes, but the integration interruptus is extremely brief. It in fact feels organic, to use a tired phrase.

The real impetus that should drive girls (and maybe a few boys) from player to banner to coupon to store isn’t the content of the ads or the placement of the products. It’s the cumulative effect of watching several teenagers with perfect skin over and over and over again. (There isn’t a zit to be seen.) Want to look as good as one of them? Click on the banner above.

This is not to imply that The Lake is just some kind of extended advertisement or high-grade infomercial. It can stand alone as a solid if lightweight show. But, as presented on this platform, it is one-half of a perfect marriage of program and product presented in a way that viewers may very well respond to.

As for the production itself, the tale of The Lake is told in twelve segments custom made for the YouTube generation and ranging in length from approximately 7-12 minutes. Even without the recaps and brief credits that open each episode that adds up to approximately 90 minutes, the length of a typical made-for-broadcast or basic cable movie (which The Lake could be, in that it spans an entire summer and leaves only one significant plot thread unresolved at the end). Overall it is a remarkable achievement: It looks just as good as many broadcast movies and better than many basic cable flicks, yet was produced for a fraction of the cost. (Credit for that goes to the entire production team, especially director Jason Priestley.) At a press conference for this show during the recent Television Critics Association tour, executive producer Jordan Levin (the former Chief Executive Officer of The WB network and now the co-founder and CEO of the multi-media studio Generate) indicated that the budget for The Lake was way below half the cost of a single episode of an hour long broadcast drama series.

Interestingly, even though it is largely about teens that are hot for each other, The Lake is pretty tame when compared to broadcast or basic cable programming. In fact, there is more skin, sex and sex talk in the dramas on ABC Family than there is here. Throughout all twelve episodes there is very little “naughty” language, no sex to speak of and a one-time nudity tease that reveals nothing at all. (Early in the series the teens swim naked. The girls toss their tops and the boys bare their bottoms but it all happens off screen or underwater.) Tellingly, there are several scenes in which underage kids are shown drinking. How strange that alcohol consumption is okay but full moons are off limits.

“We discussed [content issues] pretty openly with [TheWB.com] and we tried to maintain fairly traditional broadcast standards because we recognize that we are catering to, in large cases, a younger audience and we have a sponsor attached and we want to be responsible to that sponsor,” Levin told the TCA. “So we may have erred in some cases, being more conservative than many networks that cater to generally younger audiences.”

Indeed, that conservative approach might keep The Lake from building buzz and becoming a breakout hit, however that may be defined online. Given what the target audience for this program is already watching on basic cable and the Internet it would seem that, going forward, producers and advertisers alike are going to have to step up and add some adult elements to programs and platforms alike. Still, if The Lake works for Johnson & Johnson that will be a good thing. I’d like to see a second batch of episodes. (Would we call it a sophomore season or a sequel? Since it will run forever online, does it matter?) Meantime, I’d like to see what kinds of Internet programming other big-name producers and directors can deliver with the support of appropriate advertisers. TheWB.com has fashioned a terrific digital template on which others can build exciting models of their own.

New web series comes from writers Marcie Ulin and Meredith Lavender and producer Jordan Levin

Click below to check it out:
TheWB.com: http://www.thewb.com/shows/the-lake
Hulu: http://www.hulu.com/search?query=The+Lake
iTunes: http://itunes.apple.com/WebObjects/MZStore.woa/wa/viewTVShow?id=324347622

If you haven’t already, please join Generate’s Facebook Group and Twitter page to keep updated on all of our announcements (we will friend and follow back):
http://www.facebook.com/group.php?gid=19057845906&ref=ts
http://www.twitter.com/generate

Thanks, your support is greatly appreciated!

7.28.09 - Alexa Chung and Christian Finnegan talk gut-wrenching celeb breakups, juicy Jonas lyrics, Madonna’s less-than-flattering recent pics and Kelly Clarkson and Beyonce’s ’same-song’ mishap.

CHECK IT OUT HERE! 

It’s a new week and that means new music that is keeping our community boards all-a-buzz!  This week our community members are alerting us to the sounds of country/folk artist Kendel Carson, Britain’s hottest new hip hopper Tinchy Stryder and a Vampire Weekend side-project called Discovery.  Check out why our Millennials can’t stop listening to these musical acts.

Artist: Kendel Carson

Genre: Country/Folk

Album: Alright Dynamite

Songs to Download: “Belt Buckle”, “Cowboy Boots”, “Lady K”

Myspace: http://www.myspace.com/kendelcarson

Cool Factor: She fiddles like a pro! Began playing classical violin at the age of 3 ∏.

Artist: Tinchy Stryder

Genre: Hip Hop/Grime

Album: Catch 22 (releases on August 17)

Songs to Download: “Take Me Back”, “Never Leave You”, “You’re Not Alone”

Myspace: http://www.myspace.com/tinchystryder

Cool Factor: He’s named Tinchy because of his diminutive height (he’s 4’9), he started his own t-shirt line called ‘Star in the Hood’(http://www.bandstores.co.uk/shop/starinthehood/index.php)

Band: Discovery

Genre: Electro Pop

Album: LP

Songs to Download: “So Insane”, “It’s Not My Fault”, “I Wanna Be Your Boyfriend”

Myspace: http://www.myspace.com/discoverdiscovery

Cool Factor: Wes of Vampire Weekend and Rostam of RaRa Riot’s collaborative side project.  They covered Jackson Five’s “I Want You Back” on the album…with heavy synth! 

DiVide partners with Generate

Milo Ventimiglia’s company to cooperate on branded content
http://www.hollywoodreporter.com/hr/content_display/news/e3i4d0a69ad29e1cca5db15c08f44958c76 

By Georg Szalai

July 24, 2009, 04:23 PM ET

Published: July 23, 2009

       

NEW YORK (AdAge.com) — As actors such as Ashton Kutcher use their production companies to experiment with branded entertainment in front of the camera, others, including Milo Ventimiglia, are looking to go one step further by developing original web content with brands in mind.

Milo Ventimiglia stars in NBC’s ‘Heroes.’ 

Photo Credit: NBC

Mr. Ventimiglia, star of “Heroes,” “Gilmore Girls” and the upcoming “Gamer,” first dabbled in branded content two years ago, when he produced and directed animated web shorts for American Eagle. The spots were produced by Divide Pictures, the 5-year-old production company he co-founded with producers Russ Cundiff and Dino DeMilio. This week, Mr. Ventimiglia and Divide have a new home with Generate, the Los Angeles-based production studio co-founded and helmed by Jordan Levin, with which Divide has inked a new production relationship and first-look deal to create original content. 

Mr. Ventimiglia has a long history with his new boss, dating back to his days on “Gilmore Girls” on the WB, where Mr. Levin was the CEO. “Jordan was one of the first guys to give me a chance behind the camera,” Mr. Ventimiglia said, citing a series of network promos he directed during his “Gilmore” stint. After the two had left Warner Brothers, they found a way to reconnect. “I saw all the projects they were working on and I thought, ‘Wow, these guys really are accessing the same types of relationships that we are, but at a different level,’” he said.

Mr. Levin said he’s been impressed with Mr. Ventimiglia ever since he met the then-25-year-old actor during their WB days. “There’s talent you meet that refuses to get boxed into a category, and we’re attracted to that type of talent under our management division at Generate. They can express themselves wearing multiple hats,” he said. “It was interesting from afar to track Milo’s career and see he really stepped up and followed through on his ambitions and dived deep into the creative arena that most interested him.”

In recent months, Divide has dabbled in everything from short-formweb content to graphic novels. Mr. Ventimiglia said the Generate partnership is designed to yield high-quality video content that appeals to 18- to 34-year-old fans of science fiction and comic books, with a place for brands, too. “We want to come up with a cinematic piece that fits all the corners of what a brand represents,” he said.

Mr. Ventimglia spoke with Ad Age days before heading off to New York’s Comic Con, where he will participate in multiple panels for his role on “Heroes” and his work on Divide’s new graphic novel, “Berserker.”

Ad Age: So you’re at work right now. “Heroes” work or Divide/Generate work?

Mr. Ventimiglia: I’m back to work, on the set of “Heroes.” We’re five episodes in already, five of 18 episodes. By the time we’re back on air, we should be done with the whole thing. We’ve cut our production schedules down to nine days an episode. We’ve gone down from 16 days to 12, so we’ve significantly cut down. I’m sure the creative ideas are harder to get to when you get so spread out to 16 days an episode; what are you really filling those days with? I think the idea was to go back to the sentiment of the first season and the incredible things the characters were doing CG-wise.

Ad Age: So with such a crazy schedule, how many days a week do you get to work on Divide projects?

Mr. Ventimiglia: Every day. The way my days are structured — if I’m on set three days a week, the other two days of a workweek are spent in my office. And throughout the day I’m catching up with my partner Russ and make sure I’m updated on everything going on.

Ad Age: The last time you worked with a brand, it was with American Eagle in 2007 for a series of “Winter Tales” shorts that aired online and for MTV’s “It’s a Mall World.” What did that experience teach you about the production and distribution of branded entertainment?

Mr. Ventimiglia: When we were presented with the American Eagle opportunity, we saw a way to creatively produce and market for a brand — but in a new way. The distribution was just something that seemed logical with the strategic business I’ve worked with in the last several years, regardless of whether it was online or the first commercial block in between an MTV show.

Ad Age: How did the American Eagle shorts perform for the company?

Mr. Ventimiglia: Something I always heard from American Eagle is that fourth-quarter went up that year as did sales of jeans. It was a $2 billion jean company when we were working with them and it was selling more jeans because of projects like “Mall World” and “Winter Tales.” The conversation we had with Jordan was — it worked for American Eagle so successfully because it fit its brand so specifically. This could work for any other company that wants to be portrayed in that light. That’s what the Generate partnership is about.

Ad Age: Jordan Levin has a good reputation around town from his days at The WB. Do you find that your name opens doors too because you’re an actor on “Heroes?”

Mr. Ventimiglia: I’ve been very fortunate to have opportunities that allow me to discuss projects that we’re working on because of my day job, or past jobs I’ve worked on. That’s one way to bring awareness to the projects, partnering with distribution channels online as well as production companies.

Ad Age: You’ve said you want to focus on bringing quality to online video. How can working with brands help you do that?

Mr. Ventimiglia: Being in the industry as long as I have, hearing how much money is spent on different commercials, you hear about companies that have a $1 billion budget, but can’t seem to justify spending $1 million on a video. But a company like mine truly can create so much beautiful content that would benefit the cost of whatever tens of millions of dollars are to that brand. Times are changing, a paradigm shift is going on. It is a scary territory, but I think [branded content] is going to go in a direction of digital and online.

Ad Age: So you’re at work right now. “Heroes” work or Divide/Generate work? 

Mr. Ventimiglia: I’m back to work, on the set of “Heroes.” We’re five episodes in already — five of 18 episodes. By the time we’re back on air, we should be done with the whole thing. We’ve cut our production schedules down to nine days an episode. We’ve gone down from 16 days to 12, so we’ve significantly cut down. I’m sure the creative ideas are harder to get to when you get so spread out to 16 days an episode; what are you really filling those days with? I think the idea was to go back to the sentiment of the first season and the incredible things the characters were doing CG-wise.

Ad Age: So with such a crazy schedule, how many days a week do you get to work on Divide projects?

Mr. Ventimiglia: Every day. The way my days are structured — if I’m on set three days a week, the other two days of a workweek are spent in my office. And throughout the day I’m catching up with my partner Russ and make sure I’m updated on everything going on.

Ad Age: The last time you worked with a brand, it was with American Eagle in 2007, for a series of “Winter Tales” shorts that aired online and for MTV’s “It’s a Mall World.” What did that experience teach you about the production and distribution of branded entertainment?

Mr. Ventimiglia: When we were presented with the American Eagle opportunity, we saw a way to creatively produce and market for a brand — but in a new way. The distribution was just something that seemed logical with the strategic business I’ve worked with in the last several years, regardless of whether it was online or the first commercial block in between an MTV show.

Ad Age: How did the American Eagle shorts perform for the company?

Mr. Ventimiglia: Something I always heard from American Eagle is that fourth quarter went up that year, as did sales of jeans. It was a $2 billion jean company when we were working with them, and it was selling more jeans because of projects like “Mall World” and “Winter Tales.” The conversation we had with Jordan was — it worked for American Eagle so successfully because it fit its brand so specifically. This could work for any other company that wants to be portrayed in that light. That’s what the Generate partnership is about.

Ad Age: Jordan Levin has a good reputation around town from his days at the WB. Do you find that your name opens doors too because you’re an actor on “Heroes”?

Mr. Ventimiglia: I’ve been very fortunate to have opportunities that allow me to discuss projects that we’re working on because of my day job, or past jobs I’ve worked on. That’s one way to bring awareness to the projects, partnering with distribution channels online as well as production companies.

Ad Age: You’ve said you want to focus on bringing quality to online video. How can working with brands help you do that?

Mr. Ventimiglia: Being in the industry as long as I have, hearing how much money is spent on different commercials, you hear about companies that have a $1 billion budget but can’t seem to justify spending $1 million on a video. But a company like mine truly can create so much beautiful content that would benefit the cost of whatever tens of millions of dollars are to that brand. Times are changing. A paradigm shift is going on. It is a scary territory, but I think [branded content] is going to go in a direction of digital and online.

Topic: Nintendo DS Treasure World

There is an emerging trend in video-gaming that engages tweens/teens in the ‘explore and find’ experience.  With the swell in childhood obesity and the low level of physical inactivity among today’s youth, this new type of gaming was designed to get kids off their couches and exercising game-play in the real world. The game that has gotten buzz on our boards is ‘Treasure World’ by Nintendo DS.  This game takes kids on a wifi-based treasure hunt outside.  The game acts as a ‘treasure detector, collector, creative canvas and community gateway’.

The story follows the Star Sweep, an old space-faring man who scours the universe for all sorts of goodies with the help of his robotic buddy the Wish Finder. After crash landing on Earth, he’s tasked the user to help him refuel his ship with stardust – quite handily, Wi-Fi signals on Earth feature the exact same properties as stardust, so all you have to do is roam the real world scooping up Wi-Fi signals to earn stardust that will refill his tank.

To earn stardust the user simply sets their system to detect signals. From then on, all the user has to do is turn it on, close the DS, and wander around. The user will probably score a few dozen hits in their first few minutes of Wi-Fi searching. The system will alert the user with a recognizable beep when it’s discovered a new signal, encouraging players to keep on walking.

To build on this ‘explore and find’ gaming trend, we have also seen some buzz around the app Hidden Park, Locomatrix.

Why “Treasure World” is buzz-worthy:

-  Physical Fun-ness! -   A unique, fun way of getting the kids out of the house, engaged in physical activity and immersed in a treasure hunt

- Rewarded for activity -  rewarding players with objects and goodies when they’re captured in the Treasure World universe. And there is an enormous amount of items to score within this game. Those items can either be collected from Wi-Fi signals or paid by using collected stardust as money.

-Customizable avatars -  Users can pimp out their avatar with wigs, masks, shirts, pants, and belts, and you can earn items like giant robots, anime dolls, 8-bit sprites, teddy bears, etc. – as well as unlock songs and character animations too.

-Collection experience – Hunting and gathering items in the outside world to then collect goodies in the Treasure World Universe.

- Community Appeal - Users can upload their profile to the Club Treasure World website. User’s entire DS profile will be copied over, and the website will mirror every aspect of your progress on the handheld.

As Millennials face their very first recession, we’re seeing creative ways to save money by ‘swapping’ everything and anything with friends.  We have heard (and been invited to) clothes, furniture, food and even apt-swap parties.  It’s a way of renewing closets, home interiors, cupboards and living situations without having to spend a dime.  This type of social-sharing is being embraced wholeheartedly by Millennials . 

A few days ago, we were alerted by our community’s fashion council about a new service called “Closet Infinite”.  The service follows the Netflix model but for clothes.  This service allows members to rent clothes for free in exchange for donating a fashion item of their own.  Users upload a picture of the item they choose to donate along with a description of the item’s condition, where it was purchased and the cost.  Once the user uploads this information and its approved by the site admin, they get 6 months worth of free membership on the site.  With this membership they can rent those coveted fashion items from others on the site.  Very much like the Netflix process, the item is sent out immediately with a return package – but the difference is the item can only be kept for up to five days (or late charges are assessed for each day late). 

The site has not launched yet because they are in the process of collecting clothes to swap.  With the outpouring of positive response – it sounds like they should be up and running in no time.

Website: closetinfinite.wordpress.com

Why this concept is appealing to Millennials:

- It’s non-committal.  This generation is known to be commitment phobes – so when a service comes along (like Closet Infinite) that allows them to try something out temporarily before investing time or money – they’ll support it.

- Fashion dates itself so quickly these days.  People don’t have the money to invest in the latest trends – but when a trade is put on the table, with very little commitment – the deal is made.

- It essentially for free.  All the user has to do is be willing to trade an item of clothing to become a member.  Easy as 1, 2, free!

Topic: MasterCard’s “Priceless Picks” iPhone App

When we speak to our community about appealing and memorable ad campaigns, MasterCard’s “Priceless” campaign always rises to the surface.  So when we heard that MasterCard was coming out with their “Priceless Picks” iPhone app, we wanted see what our community members thought about it.  The “Priceless Picks” app gives users a location-based utility to find and share their favorite picks with others.  Thanks to the iPhone’s amazing GPS technology, users can find shopping steals, entertainment ideas and eateries based on their current location or where they plan on going.

What our community loves about this app is the fact that they can share their “Priceless Picks” as they happen (posting the experience and uploading a picture in real time ).  Some of our community members already uploaded their “Priceless Picks”.  Some of those uploaded were as follows:

“Best section to get a tan while watching a Cubs game at Wrigley”

“Best restaurant in Austin to propose marriage”

“Best dance floor for those who can’t dance to go unnoticed”

“Best place to take in the entire skyline of NYC”

“Most appropriate place in Miami to break up with your partner”

In addition to sharing, users are also excited about gathering “Priceless Picks” from other users.  One of our community members found the “best place to practice yoga in Central Park”, another was alerted to “the best park in Scottsdale, AZ to have a toddlers birthday party”. 

While the app is still new, users are loving the communal sharing and collecting on what’s “Priceless” to their iPhone peers.

Why our community members find this app appealing:

- The MasterCard “Priceless” campaign is one of the most memorable and favorable campaigns.  This appeal allows the brand to extend seamlessly to other platforms (“if you build it, they will come”).

- Users are in favor of this ‘Yelp-like’ approach – where users share opinions and gather information on activities and entertainment.  The user becomes the ‘expert’

- This generation loves to document their experiences in real time and show it to the world at large. Now there is an app where they can showcase those “Priceless Picks” that allow them to stand apart and feel empowered.

-This generation is so spontaneous.  Life takes them to unexpected places daily.  Now there is an app that will alert them to activities, sales, eateries, etc. in whatever location their journey takes them.

Topic: Harry Potter –VS- Twilight

It’s not a surprise that Harry Potter is the hot topic on our community boards right now. 

The film is already setting box office records - raking in a whopping $22.2 million in less than 24 hours and it is said to be the best midnight opening of all time.  In observing the dialogue between each of our community members I realized a battle of sorts emerging.  It seemed like there was a great divide between Harry Potter fans and Twilight fans.  We wanted to dig deeper to get at the ‘why’ behind this debate.  Even though the results show such alliance to Twilight (it seems that it’s cooler to admit you like Twilight – as opposed to Harry Potter), there is still such intrigue and excitement around this summer’s soon-to-be hottest movie.  We’re sensing there are a lot of closet-HP fans out there who will most definitely contribute to the success of the film.  We’re also detecting a swell in excitement amongst our mom community.  They are planning their weekend around the film, having Harry Potter-themed parties.  Who says this movie is just for the kiddies?! 

Below are the results to the questions behind the battle that has surfaced between the two franchises.

The observations below are based on community members 13-21 years old.

Are you going to see Harry Potter and the Half-Blood Prince?

Yes: 78% (Ages: 13-16 years old: 38% / 17-21 years old: 40%)

No: 22% (Ages: 13-16 years old: 16% / 17-21 years old: 6%)

Of the 78% who are answered yes, 38% already has seen it

Of the 22% that answered no, we asked why:

-       Not interested in HP

-       Grew out of the series, now more interested in Twilight

-       Other

It seems that the younger 13-16 year old demo was less interested/invested to see Harry Potter, as opposed to the older Millennials - 17+).  The younger Millennial demographic did not grow up with the Harry Potter series. The first Harry Potter book (Harry Potter and The Philosophers Stone) came out in 1997, when this demo was still in pull-ups.  Whereas the older Millennials were of an age where they were reading and/or exposed to Harry Potter mania.

Which is cooler - Wizards or Vampires?

Wizards: 22%

Vampires: 88%

Seems that evil is cool – as the community chooses Vampires over Wizards when it comes to which is cooler.  Wizards are portrayed (at least in Harry Potter’s case) as concocting spells/potions to fight evil.  Whereas Vampires are out for blood (literally), but in Edward Cullens case, love prevails.  Vampires are cooler, sexier and the way Hollywood has presented them to us, more socially acceptable  (falling in love with humans – Edward and Bella, Buffy & Angel, Sookie & Bill, etc.).

What attracts your attention more - magic or love?

Magic: 42%

Love: 58%

97% of the male community members chose magic.

This is a case of fantasy vs. reality.  Magic is fantasy based (good vs. evil) and a topic that appeals to the male demo predominately.  Love is more reality-based and  what females of any age dream about and hope for – especially how it’s portrayed in the movies and when it involves Robert Pattinson.

Who is cooler – Harry or Edward?

Harry: 28%

Edward: 72%

Putting his obsessed infatuation and love for Bella aside, Edward Cullen is still considered cooler than Harry Potter.  The community finds Edward more mysterious and strong.  He doesn’t need special potions/spells to protect – he’s born a fighter/killer.  Harry was also first introduced to this demographic as a naïve kid, whereas Edward was introduced as a brooding teen.  Even among our male community members Edward is deemed cooler than Harry. 

Which group do you fall in – “The Potterheads” or “The Twiheads”?

Twiheads: 45%

Potterheads: 25%

Both: 30%

There is a ‘cooler’ quality to being a Twihead as opposed to a Potterhead.  Those that are in the Twihead group said they don’t have to wear wizard hats, scarves or glasses to be included.  Twiheads are just fans who enjoy the characters and storylines of the book series.  Potterheads is a longer running group – so many have aged-out and others have renewed their enrollment but also joined the Twihead group.  Crossover seems to be acceptable.

Our community of Millennials and Moms are extremely curious and always seeking out new, interesting ways to increase and share knowledge.  This is more true now than ever as the economy is forcing people to learn different crafts and be more creative.  The discussion on our boards today revolved around a website that allows them to not only learn but also contribute information.  The site is called Howcast.com.  Howcast.com is a site built around user-generated ‘how-to’ videos.  These videos are often times engaging, very informative and the knowledge is shared by the user, for the user.  Howcast.com delivers on the two areas where today’s Millennial and Mom consumers go to find information – online and from their peers.  They feel getting information from their peers as opposed to experts is more authentic and applicable.  As one Generate Insighter said: “Getting advice/information from someone that has no agenda or isn’t getting paid to give it to me – it’s just more real and personal.”

The “How-to” categories vary – from “how to start your own business” to “how to create a smoky eye” to “how to kiss like Angelina (Jolie)” – so the site attracts a very diverse audience. 

This site and the idea it was built on shows how consumers are now looking to access information through multimedia platforms. 

The favorite “How-To” videos among our 13-29 year old community are:
#1 – How to Make Homework Less Work (13-17 years old)

#2 – How to Detect A Lie (18-22 year olds)

#3 – How to Start A Company (23-29 year olds)

The favorite “How-To” videos among our Moms (24-55 years old):

#1 – How to Meditate

#2 – How to Kiss Like Angelina

#3 – How to Live on a Budget/How to Teach Your Baby Sign Language

Check out “How-to” on HowCast: www.howcast.com

Topic: Evian Roller Babies

The buzz on the boards all weekend and continuing today is the new Evian Roller Babies commercial.  The commercial consists of babies break-dancing on roller skates to a remix of the hit “Rapper’s Delight”.  On the site Evianliveyoung.com, consumers can find the two viral “Live young” films and other digital teasers such as: the audio remix, “making-of” clips, and “interviews” with select babies from the film sharing anecdotes from the set. Ninety-six babies were filmed for the spots.  The cuteness-factor, amazing special effects and the clever campaign slogan ‘Live Young’ are just a few of the reasons why this ad resonates so well with the Millennial market.

Why this type of ad is so buzz-worthy amongst Millennials:

- Babies put in to adult-like situations (etrade, BMW, Philips commercials) somehow evoke laughter and leads the consumer to believe in the ‘purity’ and ‘integrity’ of the brand.

- Special-effects always establish credibility to the Millennial eye.  Great special effects also guarantee repeat viewings.

- The campaign slogan ‘Live Young’ speaks directly to this generation of youth.  In fact, most of the Millennials that commented on this commercial feel that Evian is targeting people their age because of that slogan.

-  The lead-in to the ad peaks the viewers curiosity: “Let’s observe the effect of Evian on your body”…followed by the dancing babies.  One Insighter said after viewing the ad, ‘so if I drink Evian I’ll never grow old…I’m sold!”

Link to commercial: http://www.youtube.com/watch?v=_PHnRIn74Ag

Link to site: www.evianliveyoung.com