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In a time when short films from sites such as BMWFilms.com are all the rage on the Web, Los Angeles-based IFILM became the latest entertainment Net firm to switch strategies in the hope of sprucing up its business when it entered the full-length, movie-on-demand (MoD) sector Wednesday.

The company, known for its focus on online short films, news and features unleashed a directory and guide to 80,000 full features, more than 2000 of which are now available to online. The company also redesigned its Web site. IFILM argues that the revamped model offers advertisers a greater chance to reach eyeballs because of integrated sponsorships in audience specific channels and customizable marketing products, including film showcases.

In noting that only 50 full-length films sat on the Web two years ago when he launched his company, IFILM Chief Executive officer Kevin Wendle said the site was forged over the course of a year.; he believes full-length features will come into their own on the Web.

"With more mainstream movies coming online every day, we are well-positioned to leverage our expertise managing content, data and partner relationships in the short film category to embrace the much larger movie category," Wendle continued. "Consumers finally have a single editorial broadband guide to find and watch both short and feature-length films."

Touting easy access, IFILM's new site is divided into a variety of channels including the requisite categories such as sci-fi, animation, and comedy, and hundreds of smaller categories such as monsters, underwater, ballet and superheroes. As a carry-over feature from the previous business model, short films, movie info, news, reviews and trailers will be presented on each channel, which, incidentally, are programmed by IFILM category experts. There is also a comparison shopping guide for DVDs and videos.

The revamped IFILM site also offers a movie search engine to help members find details and credits for nearly every movie ever released, but also to see how other IFILM members rate and review movies and add their own reviews.

Currently, such online film destinations as CinemaPop, Cinema Now, LikeTelevision, Movie Flix, and New Gen Films have partnered with IFILM to offer their movie content on the site. The expanded shorts section also includes more than 3,000 films, which are hosted by IFILM, and links to more than 12,000 other shorts playing across the Web from IFILM's 30 content partners.