60Frames forms a novel partnership
When 60Frames
Entertainment first announced its
entry into the Internet video medium, it was met with a fair share of
skepticism. “The problem is monetizing it,” Mark Litvack,
an intellectual-property attorney who has worked with various media
conglomerates, told CNET
in January. “(That’s the) difficulty with any project such
as this.” Part of the criticism had to do with the fact that,
despite $3.5 million in start-up capital from United Talent Agency and
Spot Runner, the little information released about the company’s
business model was limited to contracting with independent producers
and making the finished products available on the likes of YouTube and
Bebo, with revenue then generated from advertising sales. The concept
was hardly original, and has likewise been proven unsuccessful. Still,
initial 60Frames content included a new webseries from the producers
of Prom Queen and another from Brent Forrester, a consulting
producer on NBC’s The Office. Although the company might
end up failing financially, it did have the potential to offer some
solid entertainment options in the meantime.
While that
initial launch was far from groundbreaking, the announcement last week
that 60Frames had entered a partnership with comic book publisher Oni
Press has far more potential. On the
one hand, the news was pretty straightforward: the agreement called
for the two companies to create original online video based on Oni Press
properties. The twist, however, is that the finished product will not
only consist of various webseries made available on the Internet by
60Frames, but Oni will publish corresponding traditional comics for
the shows as well. “We are excited to co-develop a new hybrid
of storytelling,” 60Frames CEO Brent Weinstein said,
“one that reaches fans of Oni’s unique style as well as
a new generation of consumers across the internet and traditional media
platforms.” Initial projects include a sci-fi series from the
executive producers of the new CW 90210 spin-off, as well as
Men With Guns: Assassin, created by OZ/Homicide
producer Tom Fontana. For what initially began as a “ho-hum”
venture, 60Frames has certainly demonstrated an ability to adapt and
evolve.
—Anthony
Letizia (July 1, 2008)
