Using the whole chicken: Warner looks to monetize movie audio clips
Seattle-based Hark, which bills itself as a kind of YouTube for audio clips, is currently pitching the majors on a concept it calls “derivative content.” The company just announced a deal with Warner Bros. to stream sound files on its site from nearly 100 of the studio’s movies.
The plan works this way: Movie fans searching for, say, Laurence Fishburne’s memorable description of the Matrix in Warner’s 1999 eponymous sci-fi classic will be directed to apage that not only has a streamed audio file of that quote, but also has a national advertising component the studio shares revenue in. It also has links to direct the user to Amazon and the Warner studio shop so that they can rent or buy the movie. ...
So how much monetization are we talking about at this point? Well, the money isn’t going to replace DVD anytime soon, but based on the performance of the pilot partnerships with studios, Hark CEO David Aronchick told paidContent, ”We are generating value in the six-figure range trending to seven figures on an annualized basis.” ...
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