• TechCruch, Tuesday, January 25, 2011 1:43 PM

Google is in the process of acquiring social media startup fflick for about $10 million, TechCrunch is reporting. Fflick organizes social media data -- with a particular focus on movies -- while also filtering and analyzing information, and packaging it in a consumer-friendly manner.

"At this point it's unclear if Google intends to keep fflick alive, or if this is primarily about the startup's talent and the sentiment analysis engine that drives its recommendations," writes Techcrunch. "The service is pretty straightfoward: you sign in with your Twitter account and are shown a list of top-ranking movies. Next to each film is a set of relevant tweets from the people you follow. You can also choose to browse by sentiment, viewing a stream of positive or negative tweets about each movie." Founded by four former Digg employees, fflick is has ambitions beyond entertainment-related information, and has expressed a desire to branch out into additional verticals.

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