Magazine article Screen International

MovieLaLa Ramps Up

Magazine article Screen International

MovieLaLa Ramps Up

Article excerpt

The social network and film marketing platform for upcoming movies has received further seed funding as a soft launch continues.

The latest round of investment comes from Machinima chairman, CEO and co-founder Allen DeBevoise.

Previous investors include Jim Moloshok, former entertainment executive at HBO, Yahoo! and Warner Bros, as well as Larry Braitman, an online advertising veteran and founding investor in Flixster, and Adam Nash, CEO at Wealthfront and former executive in residence at Greylock Partners.

MovieLaLa co-founder and CEO Dana Loberg (pictured) said the service was designed to enable viewers to discover upcoming releases through friends and track the pipeline of favorite stars.

Loberg added that film marketing executives would be able to tap into buzz on social media to target audiences in their campaigns.

"When it comes to movie discovery, nobody has built the IMDb," said Loberg, who added the service will launch on iPad in April followed by roll-out across mobile platforms. …

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