• by Wayne Friedman , July 6, 2009

As part of NBC Universal's Sci Fi Channel controversial name change to SyFy, which starts July 7, the network is launching a two-minute film that will focus on its key shows.

"House of Imagination" is called a "brand film" by the company, which keys in the network's talent from its shows, including "Warehouse 13," "Eureka," "Ghost Hunters," "Caprica," "Sanctuary," "Stargate Universe" and "Destination Truth."

The dreamy film invites a pair of viewers into a house party populated with fantasy rooms inspired by the network's programs and characters. The short video ends with the network's new key line: "SyFy. Imagine Greater."

"House of Imagination" can be broken up into 5- and 10-second network identifications, as part of the network's ongoing marketing campaign. The film was produced by 4Creative, a U.K.-based company.

Michael Engleman, vice president of creative of Syfy, says in a release that the net wanted to create a work that "both celebrates the genre and also feels human, relatable and wildly creative, highlighting the wide array of casts and characters who inhabit Syfy's ever broadening programming landscape."

In addition to the film, fans of the network can go to a special Web area -- Syfy.com/ImagineGreater -- where visitors will have an interactive experience as guests at a house party. There, they can explore "parallax" rooms, as well as gaining access to exclusive content including games, behind-the-scenes footage, cast interviews and wallpapers that can be downloaded.

Syfy executives say the new name gives the network a unique, protected trademark rather than continuing with a generic Sci-Fi moniker.

Network officials says the name is now portable across all non-linear digital platforms and beyond, from Hulu (of which NBC Universal is a part owner) to iTunes. Syfy new adjacent businesses include Syfy Ventures banner, Syfy Games, Syfy Films and Syfy Kids.

Critics and vocal fans have derided the name change, adding that the network should focus on better programming.