the world digest


Sweet deal

The Clorox Co. on Monday announced its first venture into branded entertainment in the Hispanic market in a deal that sees it teaming with Telemundo. The multiyear partnership begins with the telenovela "Dame Chocolate" in the U.S. market and includes international syndication. "Telenovelas are truly a global phenomenon," said Derek Gordon, Clorox vp and chief marketing officer. He was joined in Monday's announcement by Steve Mandala, senior vp sales and marketing at Telemundo and NBC Universal Networks.

Oz fest first

SYDNEY — For the first time in the 15-year history of one of the world's largest short film fests, an animated film took the top prize at Tropfest 2007 on Sunday. Queensland filmmaker Steve Baker's "An Imaginary Life," about the fate of lost imaginary friends, beat out 15 finalists after they were screened to an audience of 150,000 at simultaneous outdoor events in Sydney, Melbourne, Canberra, Perth, Hobart and Brisbane as well as eight new regional centers around Australia. The second prize went to "Road Rage," by Mark Bellamy, and the third prize was picked up by John Mavety for "The Von."

Rosy numbers

PARIS — Olivier Dahan's "La vie en rose" took in 1.2 million admissions during its first five days in theaters. Gallic distributor TFM saw strong opening-day numbers, with 230,370 admissions at 675 screens. The Edith Piaf biopic starring Marion Cotillard will be released by Picturehouse in the U.S. in June. The film was second to Gerard Krawczyk's cult hit "Taxi 4," released by Europacorp, which topped the boxoffice with 1.7 million tickets sold at 867 screens.