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Clip strategy links Lionsgate, YouTube


September 18, 2008 The studio quietly introduced a new branded channel on the popular video site this week, with dozens of clips from its library linked to DVD and download-to-own film opportunities. "The idea behind this ultimately is to use it as an area to promote the purchase of the packaged version of that digital product," said Curt Marvis, president of digital media at Lionsgate. Lionsgate Shop is the most aggressive move a studio has made to monetize YouTube beyond advertising on the site or posting film trailers.

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