BigStar Entertainment Sells DM Division to Expression Engines

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BigStar Entertainment Inc., New York, a retailer of videos and DVDs, yesterday said that it has sold its direct marketing division Advaya Inc. to interactive marketing agency Expression Engines for an undisclosed amount.


Privately held Expression Engines, New York, said it plans to incorporate Advaya's technology into its services.


"We purchased a hardware and software solution that gives us an e-mail sending engine," said CEO Al DiGuido. "We were going to build it on our own using our existing technology people."


DiGuido said that as part of the acquisition, BigStar Entertainment will transfer eight technology specialists to Expression Engines.


Advaya offers a variety of e-mail marketing services and products, including Advaya Direct 3.0, a personalized, targeted e-messaging and e-mail service.


No one at BigStar Entertainment was available to comment.


The sale of Advaya follows BigStar Entertainment's decision in October to retain Bank of New York's BNY Capital Markets Inc. as a financial adviser. BNY Capital Markets has been assisting the company in "evaluating strategic opportunities," which includes the sale of assets such as Advaya.
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