Lionsgate, Habbo partner on contest


Lionsgate is partnering with teen online community Habbo for a contest allowing the site's young users to determine the fate of one of its online animated creations.

Beginning Monday, users ? known as "Habbos" ? can view and vote on 10 separate shorts created by different animation studios based on the Habbo world.

The 10 "Habbo-sodes," created in a variety of styles ranging from CGI to flash to 2-D animation, will be available for viewing for 14 days. Based on the resulting vote, Lionsgate and Habbo will determine whether to green light a full-length film, subsequently determining the movie's genre and animation style. The film, distributed by the studio, would be released both on DVD and online.

"It's a very defined, dedicated and passionate audience," said Michael Rathauser, vp of marketing, Lionsgate. "We felt some brand value there and opportunity to look for new and different ways of marketing in this world that gets more interactive and digital every day."

This is the second partnership between Lionsgate and Habbo. In July 2006, hosted a virtual red-carpet premiere event for the Marvel animated feature "Ultimate Avengers 2."

Said Teemu Huuhtanen, president, North America, of Finland-based Sulake Corporation, the company that launched Habbo, "Lionsgate stands out as an expert in the teen film market and they share Sulake's commitment to quality, innovation and fun."