Branded Entertainment IP: Whose Story is it?

Melinda Wearne - The Content AgencyBy Melinda, Owner, The Content Agency

There’s an interesting trend happening around the world in regards to branded entertainment. It’s becoming more entertaining!

We know that audiences are seeking out entertainment across multiple devices and that brands are following them. However, in the quest to attract an audience, entertainment professionals are also shifting their attention online. When brands and entertainment meet in this rapidly evolving space, one of the questions emerging is who owns the IP. Whose story is it?

Last week the official trailer for the groundbreaking live-action digital series ‘Halo 4: Forward Unto Dawn’ Premiered at Comic-Con. It’s got people buzzing with excitement before it’s worldwide premiere in October. The trailer has generated over 3million views in one week. What’s so exciting? It’s an online series, but no normal online series. According to the LA Times, Halo 4: Forward Unto Dawn cost between $5 million and $10 million to produce. Machinima, who in May confirmed that it has closed a $35 million funding round led by YouTube, will initially distribute the series worldwide via it’s YouTube channel.

There’s a sense of excitement amongst content enthusiasts that this series, created to help promote Microsoft’s Halo 4 has the potential to be a blockbuster hit. As a result, Continue reading