Economist launches film unit to produce video content

The Economist Group announced Monday the launch of Economist Films, which will work with Economist journalists to produce original video content.

Eric Blattberg of Digiday writes, “The department is still staffing up, but Economist Films president Nicholas Minter-Green plans to build out a central team of filmmakers and producers who will create regular video programming for the publisher. The end goal is to turn The Economist into a regular producer of documentary-style video series and features, attracting new audiences and a wealth of sponsorship revenue.

“‘The idea at the beginning is to prove The Economist’s reason to exist in video,’ said Minter-Green, formerly managing director of content agency TVC Group, which The Economist Group acquired in 2012. ‘It’s to show the expertise of our journalists, combined with the capabilities of filmmakers, can make undeniably engaging and high-quality content, which is both valued by viewers and by brand partners. The scale will come quickly once that is proved.’

“Initially, Economist Films will focus on short-form videos under 10 minutes in length. The department is about to complete its first two pilot projects, according to Minter-Green: one video for a series about future ways of working, examining the interaction of technology and people; another about global solutions to major social problems. The first Economist Films projects are expected to debut in September.”

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