MTV Networks, Yahoo! Movies and Mark Burnett Productions are teaming to bring a significant user-generated content element to this year's MTV Movie Awards. Starting April 23rd, viewers will be invited to submit movie shorts parodying the films of the past year to special area, dubbed "MTV Movie Awards on Yahoo!," on Yahoo! Movies. Visitors to the site will vote on the submissions, and five finalists will be flown to Los Angeles for the June 3rd awards show. Viewers will then vote for the winner, who will be presented with a "Best Movie Spoof, User-Generated Category" award live on TV during the awards show itself. The site will also allow viewers to comment on user-generated submissions, and to post their own photos and videos: a selection of content from the site will be showcased at the awards on a "World Wide Web Wall" that MTV says will be integrated into the live awards broadcast. "How many of us have seen a movie and thought, I could produce something better, something funnier, something cooler?" MTV president, Christina Norman, said in a prepared statement. "MTV and Yahoo! Movies attract the world's most creative minds and we know that somewhere out there is an imaginative filmmaker with a fresh take on today's movies. Together, we're giving them a chance to share their inspiring, weird or hilarious work and reward their personal sacrifices and countless hours of filming and editing with a cheesy bucket of gold-plated popcorn." (Note: the MTV Movie Awards trophy is a golden popcorn bucket.) Added Mark Burnett Productions founder, Mark Burnett (who is executive-producing this year's awards): "The ability to create and interact with user-generated content is so important to today's audience that this show simply had to include UGC as a major element in the creative experience of the 2007 awards."
Originally Published: April 16, 2007 in [itvt] Issue 7.26 Part 3
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