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MovieTickets Tries Branded Content

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NEW YORK MovieTickets.com has entered the branded entertainment space, joining with Connection III Entertainment to sponsor Made In Hollywood, a weekly television entertainment news magazine show. The program features celebrity interviews and behind-the-scenes coverage with writers, producers and directors on the making of film, as well as previews.

As a part of its sponsorship, MovieTickets.com will be integrated into branded segments, typically around new theatrical releases. Both entities will cross-promote each other's Web sites.

"MoveTickets.com seeks to align ourselves with properties that are relevant and appropriate to our audience, and we've found that with 'Made In Hollywood,'" said Walt Borchers, svp of sales and marketing at the company.

"Our brands complement each other perfectly, offering unlimited cross promotion, brand integration and strategic marketing potential," added Cleveland O'Neal, founder, president and CEO of Connection III.

In terms of the show's reach, "Made In Hollywood" will penetrate nearly 80 million homes via national syndication.