Amazon will book online promo shorts

Amazon.com is the latest consumer company to get into the film biz,
launching a series of short pics on its Web site to promote an array of
products that it sells and promising an upcoming "major short-film
initiative."

E-tailer is working with Ridley and Tony Scott's RSA USA to create five
shorts that it began running Tuesday and will update each week. Films are
directed by RSA helmers, including Tony Scott, and feature thesps including
Minnie Driver, Blair Underwood and Chris Noth.

Launch of "Amazon Theater" makes it the latest company to get into branded
entertainment, although Amazon is the first retailer to promote a variety of
different products. Previous players have been companies such as BMW,
American Express and Jaguar looking to market a single brand.

Films were created independently by RSA's helmers, after which Amazon worked
with the different brands it sells to integrate their products into the pic..

Each film includes a detailed list of all the products from the pic for sale
on Amazon in the credits and has clickable links to purchase them all on the
accompanying Web page.

Read the article: www.variety.com