SOURCE: LoveCinema


September 07, 2010 15:26 ET

Hollywood Cheers LoveCinema's Red Herring Top 100 Win

Movie Makers and Studios Embrace Innovative Social Marketing Business as a Bridge

NEW YORK, NY--(Marketwire - September 7, 2010) -  LoveCinema, Inc. ( announced today it has been named a winner of Red Herring's Top 100 North America for most-promising regional private technology ventures of 2010, joining such past winners as Google, Yahoo!, Facebook, Twitter and The award is reserved for companies that demonstrate an ability to disrupt an existing industry or create an entirely new one via an innovative business model.

The Red Herring editorial team picked LoveCinema, with offices in New York and Los Angeles, from a pool of hundreds of technology companies from across North America. The nominees were evaluated on financial performance, innovation, quality of management, execution of strategy, and integration into their respective industries.

"LoveCinema is an exciting and innovative company that is helping change the way films find fans and vice-versa," said David Greenbaum, senior vice president of production at Fox Searchlight Pictures, after LoveCinema's Red Herring award.

LoveCinema provides a bridge between Hollywood and its fans for a fraction of what it costs today to market a film and to generate a major return on investment that is sustainable over a longer period of time. Traditional film marketing campaigns are massively expensive (on average $40 million per movie) and often inadequate in reach.

Alex Vieux, publisher and CEO of Red Herring, said film marketers who discover LoveCinema will find their world changed. "The concept and the ability to promote common interests in the movie industry have never been implemented in such a thorough and technologically savvy fashion. At Red Herring we've recognized LoveCinema as a pioneer to the new world."

In his keynote speech at the Red Herring competition in San Diego, LoveCinema's CEO and Co-Founder Matt Melucci noted Hollywood's increasing recognition of social marketing, statistics that show the vast increase in movie studios' online promotional spend and a movie fan's unprecedented ability to have a greater impact on box office successes.

 "We've received tremendous response from studios and distributors and the industry as a whole," said Melucci, one of two Red Herring finalists asked to present a keynote for the Red Herring event held June 22-24. "It is further gratifying now to be recognized for our innovation and the potential our solutions hold for movie fans and studios."

Currently LoveCinema is working on a social marketing campaign surrounding the upcoming Paramount Pictures release of "The Romantics" featuring J. Crew as a promotional sponsor. The film starring Katie Holmes, Josh Duhamel and Anna Paquin is set to hit theaters nationwide on Friday (Sept. 10).

LoveCinema allows the film industry to discover influential fans and engage them through exclusive events that drive word-of-mouth buzz. Through the LoveCinema platform, fans can create clubs and movie-watching events, offer opinions, upload images and video, and dive into a universe of film information and media that drives sharing and discussion. And LoveCinema extends the online movie experience offline. By helping fans connect with family, friends and others with similar tastes around their favorite actors, actresses and flicks, LoveCinema allows these groups to organize movie night gatherings at a host's house or at a local theater, generating prolonged box office returns and sales on ancillary studio products.

"The future of the film business is in increasing the connection -- the social organizing aspects -- and LoveCinema takes a bold step toward growing and deepening this type of community," said influential Hollywood producer and LoveCinema adviser Ted Hope of This Is That Films.

Through LoveCinema's custom social marketing campaigns, studios can find and then offer fans promotions and incentives such as access to exclusive content like unreleased movie clips or video diaries from the cast and crew and incentives from pre-screenings and limited edition collectibles to giveaways surrounding the fanfare of the film's pre-release to opening night and beyond. In exchange, movie executives get a more direct channel to these brand ambassadors. Additionally, as part of their promotional offering, LoveCinema has partnered with LA-based social marketing company SocialNotions Inc. ( to identify the most influential audiences for a promotion by analyzing conversations online and determining the tastemakers most likely to spread the word about a movie. Those highly sought-after fans are then offered opportunities to engage around the movie via LoveCinema.

Hollywood is increasingly using social media to reach fans. Total online promotional spending for films is expected to reach an all-time-high of $857 million by next year, up from $259 million just five years ago, according to eMarketer. Spending on social advertising is expected to rise to 9 percent of all movie marketing expenditures by 2011, doubling from five years ago. Within a few years, it is estimated that more than 30 percent of all marketing budgets in the film industry will be spent online, with most of that money going to socially driven campaigns.

"Simply put, LoveCinema organizes consumers to turn word-of-mouse into word-of-mouth buzz around films. Our social marketing solutions are something movie studios and distributors cannot afford to ignore," Melucci said.

LoveCinema, which handled its first successful campaign for the release of Richard Linklater's "Me & Orson Welles," (2009), starring Zach Efron, is today in discussions with the major studios and numerous distributors, as well as marketing agencies in U.S. and UK on promotional deals for a slate of upcoming releases. "LoveCinema is a fantastic tool for movie lovers and distributors and our experience with them was second to none," said Chris Dennis, marketing executive at CinemaNX in the UK, which hired LoveCinema for the "Me & Orson Welles" promotion. The trial drove more than 150 LoveCinema powered club events that reached and influenced an additional 20,000 moviegoers across the globe.

Melucci said the small campaign showed that a LoveCinema promotion when scaled can reach hundreds of thousands of highly engaged fans in short order and that that target audience is worth far more to bottom line sales than a million or more traditional impressions.

"I look forward to working with LoveCinema," said producer, screenwriter and Academy Award nominee Marc Smerling, who is in discussions with LoveCinema on several upcoming films. "In the face of the barrage of big-box office action and adventure movies, LoveCinema offers independent filmmakers the hope of reaching a core audience of film lovers."

Smerling, nominated for an Academy Award for "Capturing the Friedmans" (2003), is behind two new movies this fall, "All Good Things," starring Kirsten Dunst, Ryan Gosling and Frank Langella and "Catfish," a highly anticipated documentary and a sensation at the Sundance Film Festival, being released through Relativity Media's Rogue label. "It's becoming difficult for film fans to find the small, independent and foreign films in this marketplace, and LoveCinema offers a great solution for both fan and filmmaker,'' he added.

During the upcoming U.S. production of, "Jekyll and Hyde," set for this fall, director, Abel Ferrara, who directed "Bad Lieutenant" (1992), will use LoveCinema exclusively to promote his "behind the scenes" footage and insight to the production and actors.

 "Fans will be able to come along for the ride of shooting a film and be by my side for all the emotional ups and downs thanks to LoveCinema," Ferrara said.

LoveCinema bridges the divide between Hollywood and film fans by making it easier and most cost-effective for film distributors to find, reach and engage audiences. Through its customized social media promotional campaigns, Web site, mobile platform and integrated social applications, LoveCinema facilitates the conversations between the people who make movies and the fans who love them.

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