Magazine article Screen International

Salesforce Boss Invests in MovieLaLa

Magazine article Screen International

Salesforce Boss Invests in MovieLaLa

Article excerpt

The latest investment by the Salesforce.com founder, chairman and CEO brings the amount of seed funding and angel investment in the social network and film marketing platform to $750,000.

The capital infusion will help MovieLaLa achieve its stated goal of rebuilding the traditional Hollywood marketing model by creating a data-driven marketing platform for studios.

The service will provide the studios with target data audience and offer fans a customised feed and exclusive social networking experience.

"Movie studios are spending hundreds of millions of dollars to market movies without the analytics and data to know where to target that marketing and to know it's working," said Benioff.

"MovieLaLa brings those studios the data they need to make informed decisions. I believe there're a lot of opportunities in CRM [customer relations management] tools that studios can benefit from. …

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