The studio launched the digital casting call at VidCon, the annual digital-video confab taking place this week in Anaheim, angling to attract YouTube stars to the contest. “Jem and the Holograms,” based on the ’80s animated TV series, is about a small-town girl who becomes a singing superstar.
The goal: to produce a groundswell of user-generated content about “Jem” ahead of the movie’s Oct. 23 premiere, as effectively free publicity.
Universal’s “Star in Jem” contest is inviting anyone to post multiple videos of themselves singing or dancing to one of the songs from the movie (after downloading music from the site). For actors, the studio is looking for testimonials addressed to the fictional Jem about “how she has given you courage to be yourself.”
Universal also is partnering with Defy Media’s Clevver entertainment digital network on a video campaign promoting the film. That will comprise interviews with top YouTube talent at VidCon about how they rose from obscurity to Internet stardom (i.e., just like Jem).
In addition, Universal is sponsoring “The Prom” at VidCon on Saturday night. The event will include “Jem and the Holograms” giveaways, a makeup artist, photo booth and branded beach balls and will feature a music video from the pic.
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