MTV Web Show Boosts 'Avatar' Buzz


MTV is partnering with 20th Century Fox and social networking site Facebook on a live Web show featuring a roundtable discussion about the studio's long-anticipated holiday release, Avatar.

Avatar Live: An MTV News/Facebook Forum will feature director James Cameron, producer John Landau, and stars Sam Worthington and Zoe Saldana taking questions from moderator Josh Horowitz, as well as from viewers watching the special on and the Avatar Facebook page. The special is slated to run live on the two sites at 3 p.m. on Dec. 3, in advance of the film's Dec. 18 release.

Avatar Live will be promoted on MTV's digital properties starting Nov. 30, with the network also using Facebook and Twitter to spread the message about the program. The deal is part of a larger marketing agreement MTV has with 20th Century Fox, but is the first time that the network has worked with an advertiser on a digital component of this scope.

Advertorial specials surrounding upcoming film releases have long been a staple of cable programming. In the case of MTV, the specials have mostly taken the form of its Behind the Screen series. The Web forum will serve as a lead-in to an Avatar-centric edition of Behind the Screen on the linear channel shortly before the fiilm's release.

Read more at B&C here.