Friday 24 February, 2012 at 11:34 am / 0 comment

Can Yahoo! Sink Google’s Battleship?

Does Yahoo! really believe that partnering with independent film festivals will help them sink Google? Yahoo! executives are looking hard to find other ways to capture market share and redefine their brand.

by Dave Dabbah, Marketing Team, Ephox

Enter new CEO, Scott Thompson, who has partnered Yahoo! with the premier showcase of independent films, Sundance Film Festival. As prominent sponsors of the Short Film Program, Thompson made Yahoo! Sundance page an online nexus for media professionals and independent film fans. For the first time, Yahoo! has provided the infrastructure for a broader audience to experience Sundance without having to fly out to Utah. But will this really help Yahoo! in the long run?  

As most people know, the Sundance Film Festival is regarded as a key showcase for up-and-coming filmmakers who aren’t necessarily in the front lines of Hollywood. By partnering with Sundance, Yahoo! is attempting to carve out a new niche by providing an alternative entertainment experience not only to its current, existing audience but also a new wave of people who may not have turned to Yahoo! for their independent film needs. But will this really help Yahoo! in the long run?  

So while other online companies are working on ways to take content that’s already available (ie music, Hollywood films, network television) to new platforms, Yahoo! has brought fresh content to the masses without having to invest in the direct production of content. But will this really help Yahoo! in the long run?  

While it’s noble that Yahoo! wants to help Sundance expand its audience, making it possible for people to watch 12 independent films on Yahoo!’s website does not in anyway sink Google’s battleship and for Yahoo! that’s the unfortunate bottom line.