Yahoo! Movieland

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Film fans can further indulge their passion with Movieland, a marketing and branded content initiative from Yahoo Movies with Universal Pictures, Warner Bros. Pictures, Lionsgate and Paramount Pictures.  Developed with participation from all the major movie studios, Movieland is laid out as a virtual board game, with each square representing a different summer film. For each film, users will be able to watch trailers, answer trivia questions, earn and share online badges, purchase tickets, and win prizes.

Users explore and interact with customized content sourced from the top 35 summer movie releases, each of which have a stop on the game board where users collect badges by buying movie tickets, answering trivia questions and watching trailers. Badge collections and ticket purchases make consumers eligible to win prizes. 

From The New York Times: 

“We wanted to do something different,” said Greg Heanue, vice president of marketing and promotions at the Hub. “We wanted to create a fun, immersive experience.” Yahoo is trying a similar conceptual environment to promote Movieland, an online marketing partnership with the major studios. Yahoo converted a 2,000-square-foot store space near the convention center with props and exhibits from summer movies like “ParaNorman” and “Total Recall” for an experience that Sean Phillips, head of movies at Yahoo, called a “mini Universal Studios.”

The strategy is to gain extra time with convention-goers by offering them a place to relax and hang out, according to Peer Schneider, a co-founder and senior vice president at IGN. “It’s hard to keep the attention of folks passing by on the exhibition floor,” he said. “It’s nice to be in a space where you command the fan's attention.”