Entourage’s Grenier Builds Second Screen Presence

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March 11, 2012 – 10:23 pm

With mobile apps competing fiercely for viewers attention as part of the TV watching experience, it's only a matter of time until actors and celebrities fully explore ways of going outside the official studio marketing offerings or general second screen widgets to build their own brands.

With HBO's Entourage having called it a day after eight seasons, its star Adrian Grenier ("Vincent Chase" on the show) is looking to give his fans a mobile destination to find out what he's up to next with his various projects, including future acting roles, updates about his band and news about his charitable work under his non-profit wine label Shift.

The branded content app, dubbed Reckless Adrian Grenier after his Reckless Productions company, launched in Apple's iTunes App Store last week. The app, created with white label video app developer Mobovivo, doesn't contain any advertising, at least not yet. It's mainly supported by Grenier, who will sell merchandise with all the profits going to charity.

TVExchanger sat down with Grenier and Trevor Doerksen, Mobovivo's CEO and founder, at last week's Digital Hollywood Media Summit.  Could an app focused on one actor serve as an independent platform for content and advertising? "Autonomy is the key word for me, because I do a lot of work for companies like HBO -- maybe you've heard of it -- and others," Grenier said. "And we're in the day and age where a young filmmaker, actor, performer, can take control of their own destiny."

Check out the short video interview with Grenier and Doerksen over the jump.


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March 11, 2012 – 10:23 pm

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