Sony adds snap to Crackle in bid to attract filmmakers

Stan Beer
Monday, 16 July 2007 19:48

Opinion and Analysis

In what is arguably one of its more innovative ideas in recent times, Sony Corp has decided to revamp its YouTube lookalike site Grouper and turn it into a talent recruiting station for filmmakers. The renamed Crackle site run by Sony Pictures Entertainment will only run selected submissions from more talented filmmakers rather than taking the open slather, anyone can upload anything approach of YouTube.

The carrot for wannabee filmmakers is that videos chosen by Sony editors to run on the site may well give them a shot at the big time. Sony intends to select the best of the best filmmakers and give them a chance to show their wares and present their ideas to the company's movie producers.

The strategy seems breathtakingly simple yet novel. Playing in the same league as YouTube was a losing battle but presenting a site of select high standard user submitted content could work on a number of levels.

Visitors wishing to see high quality experimental films would be attracted to a site like Crackle. Aspiring filmmakers could work to get submissions accepted as a stepping stone to greater success. Sony could turn Crackle into a site which lends prestige and credibility to video makers whose works are accepted and featured.

However, the big kicker for Sony is that Crackle could well prove to be a fertile ground from which to recruit talent. Of course, if Sony spots somebody particularly good the company may not be so keen to post the video on Crackle before a contract is inked.

It would not surprise if other movie studios are watching this move by Sony closely.