New Line Cinema has formed an in-house unit for interactive marketing and promotions. The division will produce online interviews and digitized film clips for Net service providers.
As part of its focus on Web-based promotions, New Line is expected to launch a new Web site and establish relationships with a number of online service providers.
Currently, the new division is working on a Net promotion for the upcoming film Bed of Roses.
The project will not be New Line's first foray into interactive marketing, however. The company has already established Web sites for a number of its films including In the Mouth of Madness and the Jim Carrey vehicle Dumb and Dumber.