Getfugu: Content and Hotspotting
Getfugu made a deal with production company CP Productions to become its agent for its hot-spotting technology with the entertainment industry. Headed by Christine Peters, a producer on How to Lose a Guy in 10 Days and an upcoming
Steve McQueen biopic, and Michael Cerenzie, a producer on Before the Devil Knows You’re Dead, CP Productions is tasked with creating exclusive deals with entertainment industry entities to further enhance Getfugu’s distribution platform.
“Hot-Spotting” refers to the technology that allows users watching mobile content to click on an item and be transferred to a purchase point. This integration of content and commerce has been discussed, described and targeted for TV content, but Getfugu offers a mobile application. For everyone interesting in how to make money on mobile, hot-spotting is the Holy Grail.
CP Productions is already in discussions with TV networks, production and content companies in the search for content covering the key genres of fashion, celebrity, music, sports and comedy. Peters has also been elected to Getfugu’s Board of Directors.
MobilizedTV had the chance to speak with Peters and Cerenzie recently.
How did you get involved with Getfugu?
Christine Peters: About 8 months ago when Michael [Cerenzie] and I saw the hot-spotting technology, we flipped when we saw what they could do. Hot-spotting is a a technology everyone has dreamed about. At that point, we started to build what we’d originally wanted to do, which is content with hot-spotting, and we met with several companies like Conde Nast and a nature TV company.
How are you “selling” hot-spotting?
We are creating hot-spotting content. We go out to different companies and studios I have relations with and taking trailers that have been hotspotted so you can buy the clothes or buy the content you love on this trailer.
Michael Cerenzie: We showed the head of digital media for Paramount, how we could do a hot-spotted version of Star Trek. They own the merchandising and the products. When the person in the audience leaves the theater, they could say into their phone’s microphone “Star Trek” and could immediately purchase items like Captain Kirk’s shirt. It’s not just a search tool. This is a direct link to the actual platform. We’re using the feature film trailer as a way to go viral when the audience leaves the movie theaters.
Peters: We’ve created hot-spotting for a reality TV show for Lloyd Klein that we’ve created.Lloyd Klein works with a who’s who of society from Paris to London and New York. We’re integrating Getfugu’s mobile services across his new reality TV show, his website, inside his Beverly Hills store and in new short form webisodes allowing users to access all of the content from their mobile phones. Lloyd Klein’s TV show will be the first TV show to be fully Hot-Spotted.
Why are you so bullish on hot-spotting? What in your experience as movie producers has led you to this technology?
We’re working on a project at CW, a spin-off of How to Lose a Guy in 10 Days called The How-To Girl. One of the problems that keeps coming up is that their advertisers are dwindling. Advertising dollars are getting weaker for TV. And Nielsen ratings aren’t tracking in the same way they need to because many friends may be watching the same TV. We’ll be able to Getfugu off the TV set.
We’ll do one-and-a-half minute reality show snippets aimed at hot-spotting, like what Tyra Banks is wearing. There are different ideas we’re working on and deals we’re negotiating for hot-spotting. We’re talking to launch partners now and looking to debut in September.