CANNES – Gruvi aims to develop tools that drive sales of entertainment content through social media, says Ben Johnson, founder of the social technology agency in this interview with Beet.TV.

Today the Copenhagen-based company is working internationally with Sony Pictures and Warner Bros. along with smaller production companies throughout Europe to create more fiscally effective Facebook campaigns.

Through a social widget that allows studios to upload their key creative and key point of sale, users can access movie trailers and local showtimes within the application without being redirected to third-party sites.

Johnson says Facebook is an effective place to release media content and, for TV shows, to maintain interest in that content between seasons. We interviewed Johnson at MIPTV.

– Katy Charles