To combat inflated P&A costs and diminished attention spans, medium budget film finance and distribution outfit Relativity Media turned to its online Rogue Network to boost figures for the theatrical release of Limitless.

Movie news site IamRogue.com’s avoidance of external advertising and focus on providing quality content with an emphasis on user interaction has accrued visitor rates of upwards of 45 million and serious industry credibility. LMG’s ability to source and create content, direct traffic flow and generate buzz is one of the key factors in the success of IamRogue.com as a premiere news site and content distribution channel.

By-passing traditional ad buys in favor of distribution through outlets like Rogue that are bolstered by LMG significantly reduced Relativity’s P&A spending while delivering an estimated extra $6 million in opening ticket sales. This kind of savvy spending and network support is vital to the viability and on-going success of leaner operations like Relativity competing with big-spending Hollywood heavyweights.

Read the Variety magazine article on Relativity Media’s revolutionary approach here

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