In addition to standard online ad fare, Deep Focus provides content from the films to major portals as well as niche publishers, like blogs. "Depending on the film and the audience, we may get creative with how we get that content out there," said Ian Schafer, founder and CEO of Deep Focus.
The deal is something of a return to the fold for Schafer, who formed Deep Focus in 2002 after leaving his job as vice president of new media at Miramax/Dimension Films, then chaired by Harvey Weinstein. Prior to this deal, Deep Focus has promoted a number of the Weinstein's movies, including both volumes of "Kill Bill" and "Spy Kids 2."
Schafer characterized the deal as "the natural extension of the relationship that we've had with them for quite some time." He added that Deep Focus' past work with the Weinsteins has given the agency a good understanding of how to leverage the Internet to promote films. "We're also going to act as interactive consultants helping them shape their digital strategies," he said.