Netflix, Warner partner to push movie

Via Yahoo and Reuters:

"LOS ANGELES, Nov 30 (Reuters) - In a new take on targeted marketing, online DVD renter Netflix Inc. is helping lure audiences for the movie, 'A Very Long Engagement,' by recommending it to subscribers who loved 'Amelie,' a 2001 film featuring the same director and star."

"Before the film's release, Netflix sent e-mails to 4,000 subscribers who gave high marks to the former movie pairing of actress Audrey Tautou and director Jean-Pierre Jeunet on the rental service's personal ratings system, called "Cinematch."

"Although Warner Independent did not pay for the Cinematch data this time, Netflix chief content officer Ted Sarandos said the service could be a future source of revenue for Netflix."

Netfix has identified a total of 300,000 people who said they liked the movie and are potential ticket buyers.

By cross-referencing the ratings against addresses and preferences for 2 million subscribers, Netflix created audience profiles for each of the 25,000 titles in its library.

"We can do audience matching to 100 people in a community that might like a film -- we can find that customer," Sarandos said. "If that movie would only appeal to three people in a city and there are 10,000 cities, that's pretty exciting."