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Machinima Makes Good Use of Halo Series

This Thanksgiving may not be the happiest of holiday seasons for executives connected to IGN, Spike TV and other enterprises trying to consistently attract the 18-to-34 male demo.

Per a report by New York Times LA correspondent Brooks Barnes, that segment of the viewing audience has largely decamped to other intersections of video games and Internet content. As a result, Hollywood-headquartered Machinima recently hit another 18-to-34 male bullseye with a little help from Microsoft:

Halo 4: Forward Unto Dawn, which cost Microsoft $10 million to make and was meant to promote the release of Halo 4 on Xbox, has been viewed about 27 million times [on Machinima]; four related videos delivered 9.2 million additional views.

Machinima also said it experienced very little viewer “fall off,” an industry term for people leaving after watching only a couple of minutes.

Fans understand that this kind of programming is really marketing masquerading as entertainment, said Allen DeBevoise, Machinima’s chief executive. But he contended that “high-quality content is better marketing than traditional advertising; if it’s the equivalent of what people would watch on their own anyway, fans really appreciate that.”

In its first day of release (November 6), Halo 4 grossed $220 million. Machinima meanwhile currently has 138 million YouTube subscribers.

Read the full NYT article here.

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