YouTube Stars Pitch New Movie Chronicle

The YouTube response videos to the movie “Chronicle” are already popping up — a week before the movie opens.

That’s because 20th Century Fox, the studio behind the teen sci-fi drama, has commissioned several YouTube stars to produce clips inspired by the movie.

20th Century Fox has partnered with Big Frame, a talent company specifically built to manage YouTube-born talent, to create videos promoting and in some cases spoofing Chronicle, a tale of teen superpowers gone wrong.

Specifically, Big Frame has tapped the YouTube stars DeStorm, MrDeshawnRaw and MysteryGuitarMan to crank out “Chronicle” clips. For example, starting on Thursday Destorm, who has 1.2 million subscribers on YouTube, will roll out a clip detailing life with telekinesis.

Similarly, MrDeshawnRaw will produce a rap-infused infomercial parody warning of the dangers of telekinesis. In total, the three Big Frame-repped artists reach 3.5 million subscribers across their channels.

Beside fostering YouTube talent, Big Frame manages a YouTube content presence of its own. In fact, the company is one of the close-to-100 production firms participating in YouTube 100-channel launch this year. According to ComScore, Big Frame’s YouTube content reached 8.3 million unique viewers in December.
Digiday Top Stories
  • Eyeview becomes the latest ad tech casualty

    Eyeview, which raised around $80 million in funding, told its 100 employees the company would shut.

  • Video: WTF is Apple’s privacy update?

    Digiday senior reporter Tim Peterson breaks down Apple's new privacy update.

    ad attribution
  • Online music videos get official age ratings in UK, the US could be next

    Online music videos will now receive age ratings in the same way films do in the U.K. as part of a government-led pilot. The Department of Culture Media and Sport has brought together U.K. record labels, Sony, Universal and Warner Music, along with platforms YouTube and Vevo, ratings body BBFC and record label trade body BPI to crack down on the amount of unsuitable music content seen by children online.

  • Content marketers share their biggest mistakes and failures

    At the Digiday Content Marketing Summit, in Half Moon Bay, California, this week, we asked the cream of the content marketing crop what to share their biggest mistakes. Hasbro's Tina Walsh likened a failed call for user-generated content to "throwing a party and no one comes." Sonic's Sarah Beddoe cautioned against jumping on the latest social platform just because it feels like everyone else is there.

  • Throwback Thursday: Nike ads just did it

    The words "Nike" and "advertising" are as likely to evoke super-star athletes -- from Michael Jordan to Tiger Woods -- as they are inspirational paeans to striving and sweating. But a look back at classic Nike ads this throwback Thursday reveals a few surprises. "Just do it," one of the all-time classic slogans, is as core to the Nike brand as the shoe itself. But the tag, created by Wieden+Kennedy co-founder Dan Wieden, didn't hit the air until 1988. Featuring a real-life octogenarian marathoner, the spot was completely celeb-free.