Zune-MEAN's business: Cinemash gives digital cinema a new twist

  • Redmond (WA) - Microsoft today announced it has partnered with the bi-monthly MEAN Magazine to produce an innovative concept which will exclusively be available to Zune subscribers, and then later for MSN and Xbox LIVE. Called Cinemash, the effort will take classic scenes from popular movies and allow actors to re-enact them - often in comedic fashion, and potentially with alternate actors in the roles.

    MEAN Magazine has previously teamed up with actors such as James McAvoy, Elizabeth Banks, Kate Beckinsale, Sir Ben Kingsley and Seth Rogen, to produce short features which have reached over 1 million viewers world-wide.

    According to Kashy Khaledi, publisher and creative director of MEAN Magazine, "Zune and MEAN are joining forces to move the bar forward and create the most progressive, inspired series that will knock cinephiles off their feet. 'Cinemash' will give talent a new platform for creative collaboration, bringing together state-of-the-art production quality with digital distribution to millions of viewers."

    According to the press release, "Cinemash will continue in this tradition, giving popular film and television actors the opportunity to reenact the roles they have always dreamed of playing."