Warner Home Video introduces on-demand video streaming label The Edge

Translated by The Asahi Shimbun from the website of Anime Anime Japan Ltd.

Warner On Demand, an online video streaming service operated by Warner Bros. Entertainment Inc.’s Warner Home Video, introduced “The Edge” label for animated shorts earlier this month.

The move is part of the company’s efforts to beef up its animation operations in Japan, Warner officials said.

The Edge label distributes a variety of animated shorts from around the world for a fee.

Making full use of the Internet streaming service, the label is intended to raise the profile of first-rate, but less well-known animated shorts.

A total of 11 titles in four categories–“Oscar Selection,” “Award Selection,” “European Short Animation Selection” and “Antithesis Selection”–are currently streamed online.

They include “The Lost Thing” by Andrew Ruhemann and Shaun Tan, which won the Oscar for animated short film at the 83rd Academy Awards and the Annecy Cristal Award for best short at the Annecy International Animated Film Festival, and “Jam Session” by Izabela Plucinska, the winner of the Silver Bear at the Berlin International Film Festival in 2005.

For the first program, the animation titles were selected by Hiromi Ito, head of independent film distributor Office H.

The Edge will continue streaming animated shorts selected by Office H for subsequent programs.

The label appears certain to remain a focus of attention with Warner’s other operations.

In addition to the streaming service, Warner on Demand intends to collaborate with Robot Communications Inc. to jointly produce animated shorts. The production company has an established reputation for making high-quality anime shorts.

Visit Warner On Demand at (http://wod.jp/) and The Edge at (http://wod.jp/feature/Edge).

Copyright The Asahi Shimbun Company.