Web Firm To Develop E-Mails for Film Releases

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Email Shows Inc., an Internet entertainment company that specializes in creating serial e-mail promotions, has entered multipicture deals with Fox Searchlight Pictures and Lions Gate Films to produce eQuels for the two studios' releases.


eQuels is the term Email Shows uses to describe the e-mail-based campaigns it creates for the studios. eQuels allow fans to learn additional information about characters or storylines of a movie, show or event through daily e-mail messages.


Email Shows, New York, previously worked with Lions Gate, producing e-mail campaigns around wrestling documentary "Beyond the Mat" and thriller "American Psycho." The latter promotion attracted 70,000 e-mail subscribers. The two companies collaborated on an eQuel for "Love and Sex," a romantic comedy scheduled to debut in August.


Under the agreement with Fox Searchlight, Email Shows will produce eQuels for the studio's September release "Woman on Top," as well as unspecified future projects.


"Our project with Email Shows is giving Searchlight an opportunity to build a one-to-one relationship with moviegoers," said Stephanie Allen, senior vice president of creative advertising and new media at Fox Searchlight, "that we hope will be the beginning of a dialogue of sorts."

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