Moviefone, the 1990s-era movie ticket/recommendation telephone service owned by Helios and Matheson Analytics March 28 announced that former Rotten Tomatoes senior editor Grae Drake has assumed the role of “Ms. Moviefone” to serve as the brand’s personality.
The announcement comes as Moviefone launches a new initiative seeking to become a consumer destination for content, reviews and commentary for movies.
Competition includes online movie ratings platform Rotten Tomatoes, which is owned and operated by NBC Universal subsidiary Fandango.
In a nod to the former “Mr. Moviefone” telephone character, Drake will provide “go-to” commentary on the entertainment industry, in addition to movie recommendations.
Drake will interview filmmakers, celebrities and appear at industry events to provide an inside look at the movies.
She will be responsible for producing and hosting a series of original video content on the Moviefone site. Drake will also oversee the evolution of existing video content, such as the “Unscripted” series, providing Moviefone with the flexibility to continue creating and growing its video library.
Developing dynamic video content will allow viewers to form a bond with Ms. Moviefone and have a more engaging experience with the brand.
“Having a female voice of authority about movies is really important. It’s making the change I want to see regarding representation and gender parity in film media, which is still overwhelmingly male,” Matt Atchity, GM of Moviefone (and former editor-in-chief at Rotten Tomatoes), said in a statement.
Drake is most well-known as a Rotten Tomatoes editor and film critic, which included guest appearances on NBC’s “Today Show”and ABC’s “20/20”and “World News Tonight.”
She is also the recipient of the 2017 Press Award from the International Cinematographers Guild. In this new role, Drake reunites with Atchity and will be working with Drew Taylor, recently promoted to managing editor at Moviefone.
“Ms. Moviefone is the perfect way to connect with moviegoers and strengthen our brand recognition,” said Ted Farnsworth, CEO of Helios and Matheson Analytics. “Moviefone has a bright future ahead, and I know Grae is the perfect person to help make our vision a reality.”