• by Gavin O'Malley  @mp_gavin, June 13, 2007

Assuming a creative agency role, NBC Universal Digital Studios and Netflix are working together to produce a series of online Webisodes promoting classic movies. NBC Universal Domestic Television Distribution arranged the deal with Netflix's content acquisition group.

Blurring the line between entertainment and advertising, the broadband shorts will attempt to turn on new audiences to Hollywood classics in the Netflix library.

Expected to launch later this year, the 2- to-3-minute "I Love This Movie!" Webisodes will appear every other week.

Beth Comstock, NBC's digital head, raised eyebrows on Madison Ave. last year when she began offering the network's production services to top advertisers--a service that ad agencies traditionally offered--under the guise of NBC Universal Digital Studios.

Recent creations include "Watch What Happens," a weekly, live-streaming, online program available at BravoTV.com, and "A Big Life with Sissy Biggers," available on the MSN Originals platform.

NBC's move, however, was not completely unprecedented. Albeit with the help of Starcom MediaVest, Viacom's Nick@Nite cable property and Procter & Gamble's Febreze brand teamed up last spring to produce 90-second sitcoms featuring talking dogs named "The Poocharellis."

Working with the NBC unit "provides Netflix subscribers with unique and entertaining recommendations for classic films," explained Robert Kyncl, vice president of content acquisition at Netflix.

"I Love This Movie!" will be available on two different areas on the Netflix site--on the "Watch Now" section and its regular subscription area.