The new channel allows viewers to upload their own versions of mainstream movies, called "sweded" movies. Arena BLM, recently merged under the Havas banner, also plans online activity on Kontraband, Yahoo, Bebo and Monkey.
Supporting the push, online video outfit Sub TV will be hosting 10 events across 10 UK universities, helping students to recreate scenes from their favourite films. These clips will form part of a spot advertising campaign on university screens that goes live on 8 February for two weeks. They can be seen at www.youtube.com/bekindrewind.
The campaign will also involve bespoke e-mails sent to 25,000 film students, press coverage in Metro and national press, plus advertorials created for Top of the Pops and Dr Who magazine.
BLM has held the £7m media account for Pathe Films since 2003.
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