I-RECALL: Private Surf - Adam Turinas, the managing director of the digital agency Viant, looks at filmfour.com

When you're trying to create something as ambitious as the newly

launched filmfour.com site, God is in the detail. And filmfour.com is

BIG on detail.



It's a great site for movie buffs, offering reviews of new and old

films, DVDs, movie news, short clips and full-length short films. It

also includes community and commerce features.



There are some nice touches that reinforce FilmFour's brand essence. The

'banned' section is brave, as it enables you to review banned movies and

provides provocative, controversial topics that stimulate

discussion.



As expected, the site is full of streaming and downloadable video clips

including a great selection of full-length short films. The quality at

high bandwidth is among the best I have seen.



The thing that impressed me most about this site is the volume of

well-structured content. Take the Bridget Jones review. You can find out

tons about the film including behind-the-scenes stuff, all well-threaded

together.



Commerce partners are integrated throughout the site, so that you

navigate from a review of a film to buying the DVD, book or soundtrack

with a single click.



The community aspect hasn't been exploited to the full. I was surprised

that it doesn't have chat.



It crashed my browser a couple of times - forgivable - but they will

start losing people if they don't get it right.



On balance, this is a very good site that brings together the 3Cs of the

web - content, community and commerce - to create a well-packaged

absorbing place for any movie lover.



www.filmfour.com



Owner Channel 4



Site positioning The online version of the FilmFour brand



Launched Relaunched April 2001



Developed In-house, with online games by Incline and marketing by

Digital Outlook.



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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).