The horror producer is tapping further into the millennial market.

Jason Blum is synonymous with today’s horror movies — his biggest hits include The Purge, Insidious, the Paranormal Activity franchise, and recent success The Visit, and he’s a major player in the horror game.

It was announced today that he’s going to partner with NBCUniversal to create and launch,  an online home for video content developed with advertisers.

“In today’s cross-platform media landscape, it is more important than ever to partner with the right people and invest in and create original video content that resonates with viewers,” said Linda Yaccarino, Chairman, Advertising Sales and Client Partnerships, NBCUniversal. “Jason Blum and his team at Blumhouse are the experts at scaring up millennial audiences and our partnership is another addition to our collection of branded production capabilities.”

The Hollywood Reporter adds: “Blumhouse Productions has a larger first-look deal with NBCUniversal, which includes Universal Television and Universal Cable Productions. The Hollywood studio’s creative advertising efforts already includes Fluency Productions, a division of NBCUniversal Hispanic Group, which creates branded content for multicultural audiences.”

For his part, Blum says: “What I love most about working with genre filmmakers is the incredible community of creatives and fans who embrace the odd, the strange and the different, so it made perfect sense to try and create an online home for that community with We are excited to extend our partnership with NBCUniversal and work with RedSeat Ventures to provide more and more platforms for the best minds for all things scary.”

The release adds: “Yaccarino said the new partnership was less about NBCUniversal wanting to get in the horror space—it already counts Chiller among is many networks—and more about teaming with millennial whisperer Blumhouse.

“There’s really not another content maker that continually and repeatedly reaches that audience. And then moving the linear and digital space in terms of the branded and native, really speaks loudly to our advertisers who have such a difficulty reaching that fragmented and elusive target. If we can get the content development right and then scale it, then we’ve got something special that very few people will be able to attain,” she said.

It’s been reported that Blumhouse’s content is viewed primarily by the under-25 set, a demographic that is increasingly viewing branded content online.

Are you excited for this partnership?



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About The Author

My cousin forced me to watch Child’s Play when I was around five years old, and I’ve loved horror movies ever since. I’ll watch anything (the gorier the better) but faint at the sight of blood in real life. Let’s be internet friends -- follow me on Twitter @mrstschinkel.