Hyperfactory Gets Investment Boost

LOS ANGELES Mobile company The Hyperfactory today said that its new entertainment division has gotten a boost from A-list Hollywood and a brand marketer.

Rich Frank, Geoff Ross and Grant Baker have jointly decided to invest in the entertainment division of the mobile company, headquartered in New York with offices here, Auckland, New Zealand, Shanghai, Hong Kong and in India.

Frank is former president of Walt Disney Studios and Paramount Television Group, as well as chairman emeritus of talent agency The Firm. Baker is the former chairman of 42 Below vodka. Frank is currently head of The Firm’s TV division. Both Frank and Baker will sit on Hyperfactory’s board of directors, per the company.

Hyperfactory said its entertainment division would use mobile to promote record labels, media companies and film and television studios. Derek Handley, CEO of Hyperfactory, said the alliance would help the company “connect aggressively with entertainment companies.”

Frank was unavailable for comment but in a statement he lauded The Hyperfactory as “the best in this business and has a pioneering history of some of the most creative mobile advertising and branded entertainment campaigns in the world for giants such as Toyota, Coca-Cola and Motorola. [Hyperfactory’s] already proven work with major brands gives them the potential to change the game in media and entertainment at a time when the industry must learn to leverage the power of the mobile phone to reach consumers.”