Fox, the American film giant is launching an entertainment and social networking site called Fox Atomic.
Fox’s main motivation in doing this is not just to promote its upcoming films, but to generate advertising revenues via a large and tight knit online community. Fox has allied with viral aggregator Stupidvideos.com, which will provide the bulk of the site’s viral videos.
Fox will also be joining forces with Jumpcut.com who will provide a web-based video editing service dubbed ‘Blender’. Blender will allow users to create their own short films by splicing together clips from upcoming Fox films and their own clips. The hope is that this will create user loyalty and empowerment through high levels of engagement.