Under the agreement between Technorati and Paramount, Technorati will "aggregate blog posts about films and related subject matter to post on the film Web sites. Technorati will also run ads for the films on its own site, as well as foster further conversation through other promotional efforts."
Technorati Chairman and CMO Peter Hirschberg told ClickZ, "When you look at what independent film is, it's all about capturing word-of-mouth. Word-of-mouth is incredibly ephemeral.
"In the blogosphere, if you can capture all that stuff and have a film site put up a tent and serve as a home or community for that, suddenly the film is visible. This is in essence what we're doing."
David Sifry, Technorati founder and CEO that the material and content won't contain full text post but "It's to drive people back to the blog. [Bloggers will] feel empowered. It's kind of like 21st century letters to the editor. It's setting the agenda. And for the studio, it's showing the power of the people formerly known as your audience. Rather than ask people to blog on their site, which has proven somewhat difficult for many film companies, they're collecting it."
Paramount will have the ability to underscore unique or controversial topics on their own sites to draw the interests of the readers.
The studios are beginning to realize the absolute necessity of partnering with tech companies and embracing the Internet and its technologies if they're going to survive and profit in the years ahead.
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