NEWS: Maverick Media goes digital with Fodor Wylie

Multimedia production company Maverick Media has hired Fodor Wyllie to lead its assault on the PR market with the latest thing in hi-tech publicity - the digital press kit.

Multimedia production company Maverick Media has hired Fodor Wyllie to

lead its assault on the PR market with the latest thing in hi-tech

publicity - the digital press kit.



Maverick, a subsidiary of post-production facilities company TSI, was

set up by producer Will Jeffrey last month to ‘bridge the gap between

classic film production and software development’.



Using techniques developed for the computer game and music industries,

the company is now targeting the PR industry with a CD-ROM-based

interactive press kit and has hired ‘consumer technology’ firm Fodor

Wyllie to launch it.



Jeffrey claimed the kit is a cost-effective alternative to the

traditional hard-copy press release with transparencies or photographs.

It is claimed to be able to carry thousands of high quality images,

together with text, audio and even film clips - all indexed to maximise

its value to journalists.



Other companies have been experimenting with press releases and

brochures on both floppy disc and CD-ROM, and Jeffrey said he was aware

people in the US were doing similar things. ‘What we’ve done is take the

idea and look at how it can be applied. For instance providing different

levels of access to the information so you can give journalists their

own exclusives - all on the same disc,’ he said.



‘The exciting thing is you can have fun with it, you have to hunt for

clues, look out the buttons. Interactive means fun.’



The company is initially targeting the entertainment industry and

Maverick’s first mock-up is a press kit for cult movie Reservoir Dogs.

However, Jeffrey stressed ‘that doesn’t mean to say if you are a

financial services company you have to go out and shoot loads of film.

Once you’re aware of this type of item, you can plan for it and

incorporate other things like brochures or TV ads into your CD-ROM.’



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