Sony Pictures' Crackle Bursts onto Scene and Screen with Pioneering Studio Model

Sony Pictures' Crackle Bursts onto Scene and Screen with Pioneering Studio Model

Sony Pictures-owned company rewards and celebrates the best emerging online video creators

SAUSALITO, Calif., July 16 /PRNewswire/ -- Crackle, a Sony Pictures Entertainment Company formerly known as Grouper, today announced the launch of its streaming entertainment network. Crackle's comprehensive approach includes a unique programming and editorial strategy, wide-reaching global distribution platforms and collaboration with Sony Pictures Entertainment, the IMPROV Comedy franchise and other leading media companies. Crackle's development of "fame partnerships" with these media and entertainment companies provides a launch pad for the best emerging video talent.

"Crackle's irreverent editorial team, with a little help from our viewers, programs our provocative and entertaining channels for an audience of 25 million monthly unique users. We reward the best video creators with Crackle funding, promotion, syndication and even greater exposure to our large media partners. Great content surfaced from our open studio model is the key to our success," said Josh Felser, founder and co-president of Crackle.

"The evolution of online video will bring viewers more professionally produced material," said Sean Carey, senior executive vice president, Sony Pictures. "Crackle will provide this next wave of creative talent a forum that will give them the exposure and recognition they seek and deserve."

   Crackle's new entertainment model includes:    --  World-Renowned Fame Partnerships - Crackle catapults top creators to       fame with on-going access and exposure to leaders in the entertainment       industry like Sony Pictures Animation, Sony Pictures Imageworks,       Columbia Pictures, Sony Pictures Television, IMPROV Comedy Lab and       soon many more.      --  Ambitious animators will have unprecedented access to artists from         Sony Pictures Imageworks, an award-winning visual effects and         animation company, and Sony Pictures Animation, the distinguished         Hollywood digital animation studio. Winners of the quarterly contest         on Wet Paint, Crackle's edgy animation channel, will receive a cash         prize and fly to Los Angeles to pitch Sony Pictures Animation         executives for a chance to have their animated short theatrically         released. Additionally, winners will be invited by Imageworks to         attend Siggraph, the preeminent computer graphics conference, in         August 2008.     --  A Crackle Studios development deal and a much sought-after pitch         meeting with Columbia Pictures will be awarded on Shorts, Crackle's         Short Film channel. Quarterly contest winners will receive funding         from Crackle Studios to develop and produce short form material for         Crackle distribution. Winners will also fly to Los Angeles to pitch         their feature film concepts to Columbia creative executives. A         similar Crackle Studios development deal will also be awarded on         Moving Targets, Crackle's upcoming sketch variety channel. Quarterly         contest winners will receive Crackle funding to develop projects for         Crackle distribution.  They will also meet with creative executives         from Sony Pictures Television to pitch and present their television         ideas.     --  The best emerging stand-up comedians spotlighted each month on High         Wire, Crackle's stand-up comedy channel, will win a chance to be         center stage at the world famous IMPROV comedy clubs. They will have         an opportunity to pitch their comedy shorts to creative executives         of the IMPROV Comedy Lab (a new comedy centric broadband content         studio) for final production and distribution.  The premier comedy         club chain will offer one very hilarious contest winner a chance to         fly either to LA, NY or Chicago to perform a 15 minute set on a hot         ticket Thursday, Friday or Saturday night.    --  Multiplatform Distribution & Global Syndication - Crackle offers a       multi-platform, global syndication network across Sony devices, IPTV,       leading social networks and viral Web distribution (e.g. MySpace,       Facebook, hi5, AOL, Piczo, WordPress and many more).  For Sony       consumers, Crackle now provides content across a growing list of Sony       environments including the Sony PSP, Sony VAIO and Sony BRAVIA.    --  Engaging Original Content - Crackle delivers audiences original and       engaging entertainment from a unique mix of undiscovered talent and       well-known stars.   

Crackle' s branded channels are seeded and given context by Crackle's original productions while the company's open studio model encourages all to submit their creative works to the channels. Here's a taste of Crackle's branded channels:

     --  Judgment Day, a collaborative reality show where people "judge"         people they don't know and then interview them to find out if their         assumptions were right.     --  Scrambler, a video music magazine with an indie rock focus.     --  High Wire, a virtual stage for stand-up comedy from nationally         touring comics to amateur impersonations.     --  Wet Paint, short-form edgy animation.     --  Firehouse, sponsored by Rescue Me, Firehouse features real stories         from real firefighters     --  Moving Targets, a sketch variety channel coming soon to Crackle.   

Crackle has secured the exclusive, worldwide distribution rights to Mr. Deity, the brilliant, biting original comedy from writer/director Brian Dalton. Saturday Night Live alumna Julia Sweeney has dubbed it "Hilarious! I laughed really, really hard." The 10 episodes currently on the site have received over 5.7 million views since March 2007. As a result of the overwhelming viewer response, Crackle has committed to an additional 10 episodes for Season Two which will premiere in Moving Targets, Crackle's upcoming sketch variety channel.

   --  Unique Editorial Perspective - Crackle's new entertainment model       includes an editorial perspective that combines the diverse voice of       its audience, cultural tastemakers, and third-party partners who work       in concert to spotlight and surface the most riveting videos.       Crackle's weekly People's Choice Awards give the audience a say in       what is featured too.    --  One-of-a-Kind User Experience - With Crackle, audiences will view       videos in widescreen, 16x9 format, and have continuous viewing       capability even while surfing through different channels on the site.       The first major site to offer this seamless, dynamic stream of videos,       Crackle audiences will no longer have to suffer through interruptions       while browsing and discovering new videos.    --  Branded Environments for Advertisers - Crackle offers powerful brand       building opportunities for advertising partners.  In the coming       months, Crackle's premium channels will be paired with advertising       sponsors as well as distinctive 'skins' to create unique branded       environments that support the advertiser and genre specific videos.       Advertisements will appear on each channel's homepage, in addition to       airing within the video player, creating a seamless branded       environment within the network.      --  An example of Crackle's innovative sponsorship opportunities         includes Sony Electronics presenting sponsorship of all high         definition viewing on Crackle, as well as providing a High         Definition Headquarters with tips for producing, editing and viewing         in high definition.    About Crackle  

Crackle, Inc., a Sony Pictures Entertainment Company formerly known as Grouper Networks, Inc., is a streaming entertainment network dedicated to the discovery and development of pioneering video creators across a diverse range of genres. Crackle delivers programmed and customized video streams to a global audience via a multi-platform, syndication network that includes Sony devices, IPTV, leading social networks and one-click viral Web distribution. Crackle launches the most innovative creators with on-going collaboration with Sony Pictures Entertainment and other leading fame partners. Visit Crackle's new site at www.crackle.com.

About Sony Pictures Entertainment

Sony Pictures Entertainment (SPE) is a subsidiary of Sony Corporation of America (SCA), a subsidiary of Tokyo-based Sony Corporation. SPE's global operations encompass motion picture production and distribution; television production and distribution; digital content creation and distribution; worldwide channel investments; home entertainment acquisition and distribution; operation of studio facilities; development of new entertainment products, services and technologies; and distribution of filmed entertainment in 67 countries. Sony Pictures Entertainment can be found on the World Wide Web at http://www.sonypictures.com/.

Source: Crackle, Inc.

CONTACT: Shari Doherty of Crackle, Inc., +1-415-877-4082, or
shari@grouper.com, or Taryn Langer of Group SJR, +1-212-751-3392, or
tlanger@groupsjr.com, for Crackle, Inc.

Web site: http://www.crackle.com/
http://www.sonypictures.com/

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Profile: International Entertainment