Smart Screen Exclusive

Panel to Address Monetizing the Second Screen; Movie App Award Finalists Highlight Second Screen Evolution

At this Thursday’s Variety Entertainment Apps Conference at the Universal Hilton, an afternoon panel featuring speakers from 1K Studios, Magic Ruby, MTV Networks and YuMe will delve into the growth of second-screen apps, focusing on the latest developments in second-screen ad insertion, analytics and other tools to help programmers and marketers reach consumers beyond the second screen. The panel, set for 11:45 a.m., will be moderated by Chuck Parker, Chairman of the 2nd Screen Society.

As part of the Entertainment Apps Conference, Variety’s 1st Annual Movie App Awards recognize creativity and innovation in Apps developed as companions to film releases. In addition to two other impressive entries for 2012, this year’s list of finalists includes a Second Screen App from Warner Bros.: The Happy Feet Two Penguin App. The App experience centers on a 3D-animated penguin character who offers extra video content, sing-and-dance-along games and other activities synchronized to the film.

Developed for Warner by a consortium of agencies including 1K Studios, the App highlights the opportunities and growing importance of a multi-window release strategy.  The earliest incarnation of the app was a “Talking Penguin” feature that garnered a large user base during the months prior to the film’s release. Later, the app was expanded, adding more features and activities to extend fan engagement into later windows – creating a dynamic thread for connection with fans through the lifecycle of the film.

Other 2nd Screen Society Advisory Board members nominated for Movie App Awards include Dijit Media’s Next Guide, which is up for the Best Social Discovery App; and Shazam for Best Music App.

In recent months, second screen experiences have become increasingly common as a way to promote and enhance movies both in and out of theaters – blurring the line between the theater and the type of enhancements normally associated with home media and digital:

Looper Director Rian Johnson recently invited fans to download and listen to a special commentary track that he created: “Needless to say, this is NOT to be listened to on a first viewing, or before you’ve seen the film. Also, please work it so that a glowing screening is never out of your pocket during the movie.” Disney also recently debuted a special event test screening called Nightmare Before Christmas Second Screen Live at which audience members took part in special tablet based games and activities as the Movie played.

For more information, visit http://www.variety.com/events/2012/entertainment-apps-2012/