AdAge treats this like the second coming of Hollywood…all it is, is a new short-form digital content division within Warner Bros Studios. It is aimed at “satisfying advertisers’ growing thirst for original content and digital platforms, the division, dubbed Studio 2.0, will integrate brands and develop programming specifically for ad sponsorship.”
It has hired Rich Rosenthal, who has spent the past decade at Young & Rubicam, to head the venture. For now, the venture is vaporware, since no deal or any other specifics are in place.
Variety: The new unit would rely both on WBTVG’s established talent as well as up-and-coming creators from outside to produce content of varying styles and lengths — from multiple-episode series to one-offs, both live-action and animation.
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