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Profile: Daniel Gossels

Apr 2, 2001  •  Post A Comment

Title: Vice president of business development for Hypnotic, a new media film studio that works with its partner Universal Pictures to create, acquire and distribute content online and offline. The company, originally named Reelshort.com, relaunched as Hypnotic in October.

Background: Before joining Hypnotic in May, Mr. Gossels spent nine years working on Wall Street, most recently as an investment banker at Donaldson, Lufkin & Jenrette Securities Corp.

The name change: “I think the name change was symbolic. It reflected something that had started before the name change, which is a shift in the business away from being an Internet short-film company toward a much broader vision.”

Branching out beyond the Internet: “It’s a necessity. As these new channels emerge, the Internet and wireless for example, the economics will shake out such that companies like ours and others in our space will be able to profitably distribute content. But in the short-term, that’s not happening.

“We need to get from today to there, so we use our traditional distribution model to augment that to sustain the company in the short- to medium-term.”

The future: “One of the big trends in our industry now is advertainment. The basic idea is working with a brand to develop short films. It’s sort of like product placement on steroids. But it’s not banging you over the head saying, `Look at our product.’ The idea is to create a great short film that can potentially get picked up through traditional channels and be seen through a lot of windows. Short-film makers are the people with the new vision, the new ideas, and brands are interested in working with companies like us to develop content for them that will really reach out to their core demographic.”