Wednesday, September 20, 2006

How MTV Plans to Let Anyone on 'Laguna Beach'

by Abbey Klaassen
published: September 18, 2006

Pepsi, Procter & Gamble, Cingular and Paramount will be part of MTV Networks' first virtual world, where it hopes a single "resident" can translate into $150 of real revenue.

NEW YORK ( -- The main theater at Laguna Cinemas was almost full -- the red velvety seats filled with the young and the hip, some staring intently at the screen while others whispered to the cute person sitting next to them. About the only thing the cinema didn't have was the waft of popcorn.

It'll take a few more technological innovations for that. This iteration of Laguna Cinemas is part of a 3-D virtual world MTV has crafted around one of its biggest hits, "Laguna Beach" -- and part of the media company's plan to tap into several new revenue sources, including subscription and e-commerce. Think of virtual Laguna Beach as a cross between Second Life, the online virtual world community that opened in 2003, and popular computer game The Sims.



Post a Comment

Links to this post:

Create a Link

<< Home