Rambo official site launched on Break.com

Posted by Chris

November 15, 2007

Holy Hamlet! Is the official site for Rambo really hosted on Break.com? Break is a video upload site that seeks to differentiate itself from the other players in this market by flat out appealing to young males, or older ones suffering a bit of arrested development. I don’t have anything but anecdotal evidence and the site’s own positioning statements, but I’d wager most of their user-base wasn’t born until after Rambo III came out in 1988.

So why would Lionsgate go for such a tactic? Well for one thing the site gives them access to that demographic, a group that because they don’t have the cultural touchstones of the previous installments are likely unfamiliar with the character and the franchise.

But larger than that is the fact that earlier in the week Lionsgate bought a 42 percent stake in Break.com for about $21 million, with an option to buy up the rest of the company at a later date. So the studio has a vested interest in driving traffic to the site. I’d expect, therefore, that we’re going to seen an increasing number of Lionsgate’s properties get the Break treatment moving forward as they get a sense of how best to integrate with the site.

There’s also a new poster for the movie that I saw on MPA. I agree for the most part with Gus’ take on it – Stallone just narrowly avoids not being able to pull off that close of a picture.