Jason Blum's Blumhouse, NBCUniversal Form Branded Content Partnership
Blumhouse.com will create video content to help advertisers scare up millennial audiences.
Jason Blum's Blumhouse Productions, a name synonymous with all things scary, is pacting with NBCUniversal to created branded video content.
NBCUniversal and the studio behind The Purge, Insidious, Paranormal Activity and M. Night Shyamalan's recently released The Visit will launch Blumhouse.com, an online home for video content developed with advertisers.
"Jason [Blum] and his team at Blumhouse are the experts at scaring up millennial audiences, and our partnership is another addition to our collection of branded production capabilities," Linda Yaccarino, chairman of advertising sales and client partnerships at NBCUniversal, said.
Blumhouse Productions has a larger first-look deal with NBCUniversal, which includes Universal Television and Universal Cable Productions. The Hollywood studio's creative advertising efforts already includes Fluency Productions, a division of NBCUniversal Hispanic Group, which creates branded content for multicultural audiences.
Blumhouse is also bringing to the branded content venture Red Seat Ventures, the digital media company led by partners Chris Balfe and Joel Cheatwood, both of whom helped Glenn Beck build his digital business, The Blaze.