| HBS Case Collection
Examines the evolution of AtomFilms--one of the few companies that survived the spate of failures in digital entertainment in 2000--from the time of its founding in 1998 to its merger with Shockwave in December 2000. Within a short period of time, AtomFilms had built up a significant library of short films, a brand name identified with short-form content, and revenue sources from multiple offline distribution channels. Focuses on several key decisions facing Mika Salmi, the CEO, including determining the company's future branding strategy, deciding on the allocation of resources between the online and offline parts of the business, structuring a deal with an emerging peer-to-peer network for audiovisual content, and managing relationships with several wireless companies for distributing short-form content. Finally, Salmi must decide on the strategy of the company postmerger and the implications of such a strategy on the organization of the company.
Keywords: Mergers and Acquisitions;
Brands and Branding;
Problems and Challenges;
Entertainment and Recreation Industry;