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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 hours per day, which is just enough time for movie...

At Gaia's virtual theater, the Gaia Cinemas, the WB catalogue will be updated each week. The announcement says members will have access to daily free screenings of classics, like The Matrix and Risky Business and $1.99 for recent releases.

At a quick glance, Gaia Cinemas was screening free showings of The Matrix as well as Gattaca, which is owned by Columbia Tri-Star, House on Haunted Hill and Night of the Living Dead.

The screenings take place periodically, and members watch the movie by placing their avatars inside a theater either before it starts or during a screening.

The Gaia Cinemas  concession stands offer virtual popcorn, laser pointers and other items to enhance the viewing experience. Users can also chat during the films to share insights, commentary and jokes with other users.

Gaia Online is a social environment for teens, ejp "express their individuality through customizable avatars, cars and homes, casual games, arenas for creative writing and artwork," according to the announcement.

"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."

Posted by Ned Randolph on December 6, 2007 | Comments (0)