Fullscreen did its big programming announcement last month, when it unveiled its long-awaited SVOD platform. Last week, it trumpeted the news that it had signed six digital influencers to its talent roster. So what did it save for its NewFront presentation today in New York City? A rebranding.
Going forward, the multi-platform production company will be known as Fullscreen Media.
It will have three divisions:
- Fullscreen Creator Network, the company’s foundational business, offering creators a variety of services to grow viewership and monetization.
- Fullscreen Entertainment, which includes creator-driven experiences from Fullscreen Live, content from Rooster Teeth and Fullscreen Productions, and subscription video on-demand (SVOD) services Rooster Teeth and Fullscreen.
- Fullscreen Brandworks, a team of content creators and marketing experts led by recently-appointed GM (and former Razorfish CEO) Pete Stein that partners with brands to exploit the power of the new social ecosystem. Today, it announced a partnership with Mattel focusing on The Hot Wheels Network, designed to help the toy manufacturer to create deep, repeatable relationships with influencers to drive brand buzz and viewership and inspire kids to play with Hot Wheels in new ways.
At the event, Fullscreen Media head of sales Kevin McGurn announced Fullscreen Media Network’s HerScreen and HisScreen, an exclusive first-position media offering that compiles the most popular, demographically-rich female and male creator channels that mirror prime time programming and packages them with Nielsen campaign-rated audience buying, with guarantees posted through Nielsen’s DAR and Comscore’s vCE measurement.
Fullscreen Media’s SVP of influencer marketing Maureen Polo unveiled “All Star Collabs,” a new initiative featuring popular creators such as Eva Gutowski and Devin Supertramp that enables brands to integrate into premium content by creators who consistently receive several million views on their video.
Other announcements at the Fullscreen Media event included the creation of “Part of the Family,” a new community-driven influencer program targeting millennial families, and the opportunity for brands to participated in the immersive video production of “Immersion,” a series in which Rooster Teeth attempts to recreate elements of videos in real life, transporting viewers inside their favorite games using 360-degreee video.
Founded in 2011 by CEO George Strompolos, the company is now majority-owned by Otter Media, a joint venture between AT&T and The Chernin Group.