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Fullscreen began as a multichannel network for YouTube stars, but now the company aspires to become a recognizable consumer brand and is reorganizing to reflect those ambitions.
In a small cosmetic change, Fullscreen Inc. is becoming Fullscreen Media, CEO George Strompolos announced Monday at the company’s NewFronts event in New York.
The newly dubbed Fullscreen Media also has reorganized into three distinct branches. The Fullscreen Creator Network will focus on the firm’s roster of online stars; Fullscreen Entertainment will encompass original video production and subscription video services under the Rooster Teeth and Fullscreen brands; and Fullscreen Brandworks will be the company’s branded content unit.
During Monday’s pitch to advertisers, Fullscreen highlighted the work from its Brandworks division. “We don’t want you to simply advertise with us,” said Strompolos. “The truth is, you could buy ads anywhere … we want you to use Fullscreen to evolve your business, to step into the future.”
Among Fullscreen’s new initiatives is a program called All-Star Collabs, which gives advertisers the opportunity to tie in with existing shows from Fullscreen creators, including Eva Gutowski’s How to Survive High School and DevinSuperTramp’s Around the World in Seven Stunts.
Fullscreen also announced a partnership with Mattel that will see Fullscreen influencers create the Hot Wheels Network, in which they star in campaigns for the toy across social media platforms.
Further, Fullscreen has partnered with Nielsen and comScore to guarantee male and female audiences that, according to head of sales Kevin McGurn, mirror primetime TV programming.
Fullscreen, which is majority owned by AT&T and The Chernin Group joint venture Otter Media, in April launched a subscription video service designed to be a Netflix of sorts for young people. Although not the focus of the pitch to advertisers, the company did tout that early subscribers (it didn’t reveal how many it has) spend 48 minutes a day on the app.
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