Post-Grad E-Commerce Site Taps Film Director

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Novix Media Inc., New York, an Internet-based media and entertainment company, hired director Barry Sonnenfeld in late February to provide content and artistic direction for the company's new e-commerce site.

The director of "Men in Black" and "Get Shorty" will serve as "creative god" for the as-yet-unnamed site, which will launch in May. The "project," as the company is calling it, will strictly focus on providing e-commerce supported by entertainment content for twenty-somethings who have recently graduated from college.

"This is a huge market and these kids are just entering the business world and beginning to develop allegiances to products and services," said Novix Media chairman and George magazine co-founder Michael Berman. "This site will provide them with a one-stop shopping experience mixed with a presentation of services like tax preparation, apartment hunting, job searches and product reviews, as well as entertainment content such as original Webcasted programming."

Sonnenfeld was brought in because of his recent success with films such as "Men in Black," which have touched a chord with the audience the site seeks to reach.

"Barry has been really successful visually imparting the styles that these college graduates have grown up with," said Berman. "We want visitors to the site to enjoy the original content and popular culture aspects while they are buying products or using the services we and our partners will provide."

Berman said that the site would be a community-based site encouraging repeat visits and reliance on the continuing services provided through it.

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