Blowtorch looks for new models to reach young audiences

A group of veteran players from entertainment, tech and advertising industries have formed Blowtorch.com, a new company and site meant to find new marketing and distribution models to reach young people, reports Variety.

The site is designed to be the central hub of activity around the five or six movies the company plans to distribute each year, with the goal being to build a community of college students there. Those movies would be released only during the school year (BRILLIANT!) and be accompanied by on-campus events to get people aware of the movie and then excited about it.

Blowtorch is working on distribution deals to put its movies into theaters but also is exploring distribution models through online or mobile platforms.

The problem is that everyone is trying to market to this same group, regardless of what it is they’re trying to market. And this group is increasingly distrustful of marketing. So Blowtorch has a rough road ahead of them. But if they can succeed in getting a few core influencers on-board they’ve got a decent chance of success. At the very least I hope their moves in this area and highlight some opportunities for a changed marketing/distribution model.