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THR Partners with Yahoo

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Mediaweek's sister publication The Hollywood Reporter has formed a strategic marketing relationship with Yahoo Entertainment that provides cross-promotional opportunities for both companies' movie and boxoffice content.

Under the agreement, Yahoo Movies will feature THR content on its site, and THR will promote Yahoo Movies trailer content and data in its digital and print editions, and on THR.com.

The brands also will present Yahoo's new "Purple Filmstrip Award" program, a monthly honor given to a film studio with the most successful movie title on Yahoo Movies as measured by a combination of the most trailer streams and best user reviews.

Yahoo, in association with THR, presented the first Purple Filmstrip Award to Warner Bros. on Wednesday for "The Dark Knight."

"We are thrilled to be working with Yahoo Movies to further move the THR brand into the digital space and extend our content to new readers," THR publisher Eric Mika said.

"With Yahoo's consumer reach and our leadership position in covering the business of entertainment on a global scale, this deal solidifies our symbiotic relationship and allows us to take advantage of an evolving model where media outlets can broaden and deepen their engagement with audiences," he added.

Said Yahoo Entertainment GM Sibyl Goldman: "Yahoo Movies' users are increasingly interested in the business of Hollywood. This partnership allows us to provide passionate users with up-to-the-minute content, news and insight into the movie industry from the most credible source on the topic."

Each week, Yahoo Movies will link to THR.com, highlighting THR's top entertainment story, its boxoffice tally headlines or other featured content about A-list talent.

In addition, Yahoo Movies content will appear throughout THR platforms, including THR.com and THR's Daily e-mail edition. The week's top five movies trailers on Yahoo Movies will be featured in THR's charts section and in its boxoffice tally chart, and, each month, THR will unveil and promote the winner of the Purple Filmstrip Award.