'Entourage' Star Adrian Grenier to Launch IPad App

"Reckless Adrian Grenier" is described as the first case of a celebrity going independent with their own branded content app.

NEW YORK - Entourage star Adrian Grenier is launching a new personality-centric iPad app called Reckless Adrian Grenier.

A spokesman for video app company and partner Mobovivo, which provides white label app solutions, said this marks the first time that a celebrity has gone independent with their own branded content app.

With the free app, expected to be available in the Apple app store in the coming days, the actor and president of independent production company Reckless Productions hopes to keep fans abreast of his work, content and his company and entice social engagement.

"By engaging with fans directly, producers can be truly independent in their film-making, including financial autonomy and, moreover, create the type of movie experience that fans really want,” Grenier said in a statement.

He is scheduled to appear here Thursday at  the 2012 New York Media Summit, produced by Digital Hollywood, with Trevor Doerksen, founder and CEO of Mobovivo, to talk about the Reckless Adrian Grenier app. He is also expected to discuss the changing role of independent producers, the second screen experience and the inclusion of apps with DVDs.

His app allows people to keep in touch with Grenier through Twitter, access and share photos, trailers, behind the scenes footage and extras of featured Reckless productions, as well as demand a Reckless screening in their hometown. Users can upload and share their photos from Reckless screenings, use "fan snap app" Fansnapulous, plus use the so-called Theater of Your Life feature "where you are the star and your Facebook friends are your audience." The feature allows people to connect to Facebook and create a Theatre of Your Life moment to share with friends.

Observers compared the Grenier-focused app as in a similar vein as comic Louis C.K.'s recent decision to sell online access to one of his shows. The new approaches allow creatives to control their work more and engage fans at the same time.

Beyond the basic free app, there are additional offerings that users can pay for, a spokesman said without detailing the added offers.

 All proceeds from sales of the app go to the SHFT Initiative, a charity founded by Grenier to promote sustainability issues, according to the spokesman.

Email: Georg.Szalai@thr.com

Twitter: @georgszalai

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