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Harris: Shared interests in entertainment are a major factor in social media, like MySpace and Friendster, which include users' lists of favorite movies. Moviepinions takes it a step further, creating a forum for users to create their own reviews of movies they like, rather than just listing them. What are the other benefits for users? And what, if anything, are the benefits for studios?
Kwon: We've talked a little about hearing from someone like yourself when you've got a movie in mind. But you're right, lists are a way to discover new things from people you like-- maybe find things you never knew about. So, if you do find someone whose opinion you value, you can "follow" their movie watching habits. You can find out what else they've seen, and what new movies they went to. You can even find out what DVDs they've reviewed. And, you can obviously go even further -- find out what products they're buying. What kind of TV do they recommend, what travel have they done, what kind of laptop do they like?
We think studios can jump on the bandwagon of the Moviepinion community, which is obviously a loud, proud group of consumers. We want studios to help support the community voice by giving them information, deals, contests, trailers and everything else you want them to know before they decide how to spend their money. Moviepinions is about being a smarter theatergoer, and we think studios can help them make the decision as much as other moviegoers can.
Harris: You and I have discussed Moviepinions before, and you mentioned the term "social commerce" in this context. Can you elaborate on what role you feel social networking plays in the purchasing process for any property, entertainment or otherwise? Will there be a profiling or social networking component to Moviepinions?
Kwon: The personal nature of a video, with your face and your words, allows the advice to seem much more sincere and heartfelt. So, it's pretty natural that some of our reviewers are building "followings" through their Videopinion collection. People are leaving comments on members like, "Can't wait to see more from you!" After you've watched a helpful video, you feel like someone spent some time with you, and it's only natural to want to interact with them. We encourage our community to make connections with each other through comments, voting, and member pages. We plan to extend those tools quickly in the coming months.
Harris: There are plenty of forums for users to give their reviews of products, services and entertainment-- from blogs to reviews on Amazon.com to a film's website feedback page. What makes video a more powerful platform for product reviews, and movie reviews in particular?
Kwon: You're right; there have been great text review tools out there for at least a decade. What we find limiting about all text reviews, though, is the annoying anonymity that came with that first incarnation of the internet. Videopinion reviews are found to be much more sincere and authentic because you can see the reviewer… you see their home, their clothes, their stuff! Our staff, who watches everything, will fall in love with reviewers who are funny, or interesting or just smart. One guy, who was reviewing the DVD for Braveheart painted his face with warpaint like Mel Gibson! When's the last time you fell in love with a text review you read online?
Harris: Users of the Videopinion service are asked to include assets of the product in their video reviews, including pictures of the products. Do copyrights get in the way of doing this with Moviepinions?
Kwon: Moviepinions are actually the first category we opened where we don't require that reviewers show the product in the video. We believe that Moviepinions are really carried by the emotion and sincerity of the reviewer, not really the "prop." So, we've relaxed the rules for this category. That said, we'd love to have movie companies give our community trailers to use in their videos, like they give the professional reviewers. I think that would be a load of fun. Some of our reviewers are quite savvy… one guy used a green screen made out of a bed sheet for his videogame review!
Harris:Are there particular film genres that you feel this is tailor made for? For example, would users be more likely to use this service for independent films, rather than for mainstream films, where there are more than enough reviewers of all types?
Kwon: We obviously hope that we can make a big impact on indie films. Because of their limited release and ad budget, we think we can impact and accelerate great word of mouth for them. But even for big films…I mean let's face it, a movie buff obviously loves seeing stories told on screen. Aren't they the perfect target to watch a review rather than just read one?
Harris: Can you share any of your plans for promoting your service outside the website?
Kwon: We want our reviewers to be informing people wherever they may be thinking about spending money. Our community reviews are up on AOL Video and Google Video. In the coming months, you'll see our reviews powering a lot more sites from retailers, to shopping engines, to other content sites.
Harris: What's coming up for ExpoTV?
Kwon: We're moving our Videopinion library onto our video on demand network on cable TV. We're in about 80 percent of the nation, through partnerships with Comcast, Time Warner, Charter, Verizon and others. That way, we feel like we can make our great reviewers TV stars! We're also moving to mobile and other alternative video platforms as they develop, so that when you're in line to buy tickets, or in a store choosing a product, you'll have thousands of other consumers standing there with you to tell you what they think!
Jodi Harris is managing editor of iMedia Connection's Entertainment Spot. Read full bio.
