AtomFilms Overhauls Site To Boost Viral Distribution

In hopes of encouraging users to spread its short video clips, AtomFilms has redesigned its Web site--adding new a syndicated video player that can be embedded in other sites, including social networking site MySpace.

"We're using the embeddable player as a viral marketing tool for our content," said Scott Roesch, AtomFilm's director of Web entertainment. The player will allows users to syndicate very short, 6- to-10-second clips of any of AtomFilm's content, ad-free.

Viewers who wish to watch the rest of the clip will have to click through to a redesigned AtomFilms site, said Roesch. Other new features include customizable channels that users can build to play their favorite films, and content alerts when new pieces are posted on the site.

Verizon Wireless will initially sponsor the new site, which is relaunching today. The telecom already runs AtomFilms shorts on its VCast mobile video service. For the rest of this month, Verizon will sponsor free high-resolution video playback--another new feature of the site. Starting next month, users will have to register to view the high-res video after registering for free.

Also as part of the redesign, AtomFilms content will begin appearing on other properties owned by parent company Viacom, including MTV Networks. Roesch said this distribution will allow sales reps to sell across all properties for integrated campaigns. "The MTVN integration opens up a lot of television to online cross-sells," he said. "We'll build programs that exist on multiple brands and the advertisers will be able to buy across all three."

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