Fox Turns To TypePad Bloggers To Hype New Movie, ‘Avatar’

Avatar community on TypePad

Twentieth Century Fox is going social to promote its upcoming film, AVATAR, by partnering with TypePad owner Six Apart, to launch branded blogs and micro-blogs. AVATAR fans can get branded themes for their blogs, as well as trailers, behind-the-scenes clips, and news updates about the film, which launches in about a month. For Fox, the appeal is being able to create a community around its film — complete with engagement analytics supplied by Six Apart — without having to spend the money to build out one on its own. Six Apart worked with Universal Pictures on a similar campaign for 2007’s Knocked Up.

Six Apart CEO Chris Aldren wouldn’t comment on the financial terms, only saying, “Fox didn’t take a stake in TypePad; Six Apart’s revenue opportunity is in helping them build buzz — and generate ticket sales — for their movie.” TypePad recently launched a free micro-version of its service; free bloggers get access to the AVATAR-branded blog templates and media assets, too, but premium users have more customization built in. Some of the new functionality in TypePad’s platform stems from the company’s acquisition of micro-blogging service Pownce, last December.

Comments have been disabled for this post