Warner Bros. Warner Bros. Online plans to launch the new series on its own Web site and on its Entertaindom destination. Using the Web as a creative incubator has become a full-time business for other companies as well. Icebox's primary goal, for example, is to host new, Web-based animation shorts. The deal also lets visitors view Icebox shorts on Showtime's Web site . For Icebox, the deal is a model for what it wants to do.
Revenues can come from licensing to broadcasters.
Into the limelight TV and film producers have been watching the Web closely. Cronin has turned to Web shorts as a way to spice up his show. The movie industry has also started tapping into the Web pool. AtomFilms has also begun straddling the offline and online worlds. Basically, the talent pool is so large out here that it's difficult to support the influx of talent.