AOL Lends Social Networking Touch to Focus Features War Doc
Capitalizing on the online space as part of a multi-platform marketing effort for its new documentary The Ground Truth, Focus Features today announced that it has tapped AOL to create a promotional extension thrugh the latter’s new AIM Pages section.
With this partnership, AOL will create a customized AIM Pages profile for The Ground Truth, a revealing look at ordinary American men and women who signed up for military service in Iraq. The film follows the group as they experience recruitment and training, combat, homecoming, and their struggles in reintegrating with families and communities.
Along with the training and the actual harrowing footage of the war itself, the film takes a look at the soldiers as they return home, facing their own personal demons in the process. But rather than just leave the film be, AOL is giving these troops a new voice through its AIM Pages, the company’s social networking-based entity.
As the film unspools in theaters for a one-week limited run in September before reaching DVD shelves, AIM Pages offers the featured American soldiers blogs and exclusive on-demand video that will include personal profiles, war testimonials and “vlogs” (video diary entries), all to be uploaded during the film’s national promotional tour. The Ground Truth AIM Page will expand the voices of these veterans through user-generated video, photos, blogs and comments, providing a forum for debate and self-expression. Information about veterans services organizations and support groups will also be available on the film’s AIM Page.
“The new community platforms that AOL’s launching, the AIM pages, offers a national opportunity not only for that trendsetter associated with our film, but for veterans nationwide to have an environment that they can communicate in that’s their own,” Steve Flynn, Executive VP, Special Projects at Focus Features tells ADOTAS.
He continues, “Our concept is obviously offering Americans the opportunity to become active viewers in what we consider an important film. The conception of this was to put together a film that gave them a platform to share their stories. We found that those two elements, the film and what AOL was doing with their AIM Pages was a really good blend.”
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