Working With Words And The People Who Write Them

Popcorn

Project Description:

Client:
 Carlton Online
Category:
Web

"You can count on the Brits for having the right frame of mind to approach the madness that Hollywood churns out week after week. Popcorn seems to have the wisdom to deliver the goods while keeping its distance from the hype."

THE BRIEF

Determine editorial strategy; define tone and values; establish style guide; structure site; build relationships with movie studios, distributors and exhibitors; write, edit or commission all content, and work toward taking control of an emerging market in film websites.

THE SOLUTION

A healthy budget and a brilliant team enabled independence from the studio-led, advertiser-funded agenda seen elsewhere in this sector. Original journalism followed, flavoured with humour and insight, and making good use of those qualities – capacity, immediacy, interactivity – which distinguish digital media.

THE RESULTS

Brand established within three months of launch; market leader within six
Broke exclusive stories on a regular basis
Early adopter of video and user-generated content
Secured sponsorship from Stella Artois
Nominated, Netmedia Online Journalism Awards
Nominated, BAFTA Interactive Awards