
The offices at Revolution Studios on L.A.'s Olympic Boulevard are humming. Television/film mogul Gail Berman (who left Paramount's presidency in 2007) is in her element, running in and out of cast auditions for TV pilots: a total of four are in the works. Her partner, Lloyd Braun, sits in his office staring into a giant flat screen monitor tracking the day's breaking stories on the team's newest venture: Wonderwall. "It's alluring," he says, "and addictive."
A year-and-a-half after launching BermanBraun, the popcorn celebrity portal is the first-born child of BermanBraun Interactive, in partnership with MSN. Having started Yahoo OMG and recognizing the success of AOL's TMZ, Braun saw that MSN wasn't aggregating celebrity content. So BermanBraun and their internet division chief Geraldine Martin-Coppola (plucked from Braun's old Yahoo team) persuaded MSN to back a slick, visual, horizontal, content-driven celebrity site designed to hold eyeballs for more than two seconds--and lure premium advertisers.
Berman/Braun launched Wonderwall on February 5, just ahead of the Oscars. "We're fixing things as we roll out content," says Braun, who enjoys using some of his hard-won knowledge from his stint at Yahoo Media Group, where he wasn't able to achieve much of what he had wanted to do.
While celeb content is king on the web, BermanBraun's main push for Wonderwall--a name Berman insisted on using because "it's the point of the whole thing," she says--was to draw people in with eye candy and attitude, and then keep them interested.
"Wonderwall is not like TV, a destination medium," Braun says. "Engagement is terrible on websites. The web portals didn't have a deep well of experience in programmed content. They're closely focused on technology or search algorithms. On the converse side, traditional media companies are only now beginning to understand digital. Now we have the rare opportunity of understanding both."
Wonderwall provides "something MSN hasn't been able to do," says Braun. "Through the technology behind the site, we're taking information and presenting it to the consumer, with a POV and spin. It's a content management system with a horizontal presentation, an experiment with engagement."
The partnership with MSN was key. "It allowed us to build this in a way that we would never have been able to on our own," says Berman. "It's important as the site grows to make its point-of-view clear for people. It's fun, not just photos, but design and voice."
Part of the fun, beyond writing clever celebrity photo captions, is to respond swiftly to the day's breaking news. Like improvisational comedy, "We're doing this in real time," says Braun.
When Mickey Rourke's dog died, for example, Wonderwall's five editors (four in L.A., one in NYC, who starts the day early) compiled Famous Celeb Pets. Traffic skyrocketed. On St. Patrick's Day they mounted Favorite Irish Celebrities. Led by managing editor Alex Blagg, the edit team boast experience at Radar, People, Us Weekly, People, Best Week Ever, The New York Post, and Alloy.
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