Funtactix CEO Sam Glassenberg told GamesIndustry International that projects like his company's Facebook tie-in for The Hunger Games are "changing the way Hollywood does business."
"The lines are blurring," Glassenberg said. "The old model was marketing would go and invest in cheesy advergames for the movie that nobody cared about, and licensing would run out and try to license some big console game. But now the walls between marketing and licensing are starting to fall."
"You're creating something that's a revenue-generating profitable product on its own, but at the same time, it's the ultimate marketing tool," he added. "Because not only does it market the movie, it markets everything that comes after and keeps the audience engaged."
Source: GamesIndustry International