14/05/2011

French, British and German Google have launched this week a new service called Media Ads, which gives film distributors the opportunity to package film trailers, and other film-related material, on Google for a click-per-fee basis. The U.S. version of Google started the service last month.

Announced in Cannes on Friday, five films will be using the new French service at launch, including Cars 2, The Hangover Part II, The Tree of Life, The Prodigies and Pirates of the Caribbean: On Stranger Tides.

“EuropaCorp always strives to innovate, and we feel this new format can bring the immersive cinema experience at the heart of search marketing,” said Franco de Cesare, marketing director at Europacorp.

"We are always searching for innovative advertising solutions, and are therefore thrilled to take part in the launch of Google's new Media Ads format with campaigns to promote the movies Pirates of the Caribbean: On Stranger Tides, from Disney Studios, and Cars 2 from Disney-Pixar, enabling web users to discover our trailers in optimal conditions,” said Helene Etzi, marketing vice-president at Walt Disney Company France.

Google reps, gathered in Cannes, said that the move came about in response to the high level of searches it has on its website for film reviews and film trailers. The development also marks something of a departure for the search engine from its regular information-based search focus into video-based material.