Vimeo Introduces Curated Content Collections on Vimeo On Demand

/ Mar 10, 2014

vimeo

Vimeo is rolling out a redesigned Vimeo On Demand section, which now features curated collections from brand and media content partners including Patagonia, Slamdance, and Oscilloscope Laboratories.

There are two main goals to the VOD facelift: To bring more premium content partners to the on-demand service, as well as make it easier for users to discover new titles.

On the latter front, Vimeo is also organizing collections by 18 genre pages, as well as curating collections from its editorial staff. At launch, there’s Vimeo SXSW Favorites, a list that offers staff favorites from previous South by Southwest film festivals. Titles include “Some Girls” (which was exclusively distributed via Vimeo last year), “Spark,” “The Source Family,” “A Teacher,” “Beauty Is Embarrassing,” “Broadway Idiot,” and “Hunky Dory,” among others.

Three “premium content partners” have partnered with Vimeo to offer collections: Oscilloscope Laboratories, a film distribution company founded by late Beastie Boys member Adam Yauch, Patagonia, and the indie film festival Slamdance.

Oscilloscope-curated titles include festival-favorite “We Need to Talk About Kevin,” “A Teacher,” “12 O’Clock Boys,” “Dark Days,” “The Messengers,” and “These Birds Walk.”

Patagonia’s selection features social impact films, including the upcoming “DamNation” (which is premiering at the Vimeo Theatre at this year’s SXSW), “North of the Sun,” “Trashed,” and “Village at the End of the World.”

In celebration of its 20th anniversary, Slamdance is offering 20 films that have made their world premiere at the festival in years past. These films will be exclusively distributed via Vimeo On Demand throughout 2014. Current titles include “Bindlestiffs,” “Hybrid,” and “Wild in the Streets.”

Looking ahead, Vimeo CEO Kerry Trainor says the company will invite more media and brand partners, as well as those who owners of catalogs, to build collections. “It’s a way to present bundles of content… around interests and events,” says Trainor, allowing content owners to deepen engagement with viewers interested in that type of content, and in turn, driving purchases.

It also folds back into Vimeo’s strategy of being the alternative to ad-supported online video players. “I think there are a number of brands who are using ad-supported environments who would frankly do a lot better if they could offer their content for pay,” says Trainor. “They have the quality of brand but haven’t had the opportunity because they’re not big enough to have their own cable channel or a large presence on iTunes or Amazon. We are offering them this opportunity to build out paid collections, in place of or in addition to their other distribution efforts.”

To further drive purchases, Vimeo is also introducing new, interactive title cards. Cards for each film consist of posters, descriptions about the film, trailers, and the ability for users to make the purchase from within the trailer, thanks to in-player transaction support Vimeo introduced at CES earlier this year.

Meanwhile, the new My Library feature allows users to access titles they’ve rented, purchased, or already watched.

Since its launch a year ago, Vimeo On Demand has grown to offer a catalog of 6,000 titles, with genres ranging from documentary to animation and action sports. This news follows another announcement from the company last week, when it promised to spend $10 million to help creators bring more titles to Vimeo On Demand.

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