Sony might’ve spent US $65 million acquiring social networking site Grouper, but since completing the deal last August, the site has struggled against titans such as YouTube and MySpace. Sony’s solution? A re-brand to Crackle and re-position of the site with an emphasis on more polished content from “emerging filmmaking talent”.
Sony promises payments, development deals and meetings with Hollywood execs for the best films submitted; as well as the opportunity for the very best to make the leap to TV screens via Sony’s TV channels.
The re-vamp offers content segmented into 12 ‘channels’ including animation, comedy short films, music, horror and “stories from real firefighters”. Just goes to prove that differentiation in this market takes priority over the legion of me-too offers.