Warner Bros., which has been one of the most aggressive studios when it comes to the digital realm, has scooped up social movie discovery site Flixster. Warner also gets a nice bonus with its acquisition: movie review site Rotten Tomatoes, which was purchased by Flixster last year.
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Flixster helps users discover new movies and also allows them to rate films and interact with others who share their taste in movies. The site was valued at between $60 and $90 million.

Warner says that both the Flixster and Rotten Tomatoes groups wil remain fully independent. Which begs the question: how independent can an allegedly impartial movie review site like Rotten Tomatoes remain when it is owned by one of the major studios whose movies it will be reviewing constantly?

From the Warner release:

Warner Bros. Home Entertainment Group will utilize the powerful Flixster brand and technical expertise to launch a number of initiatives designed to grow digital content ownership, including the recently announced consumer application “Digital Everywhere.
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” This studio-agnostic application will be the ultimate destination for consumers to organize and access their entire digital library from anywhere on the device of their choice, as well as to share recommendations and discover new content. The Flixster acquisition and “Digital Everywhere,” combined with the Studio’s support of the UltraViolet format are all part of an overall strategy to give consumers even more freedom, utility and value for their digital purchases.

Insiders, do you think Warner’s acquisition of Flixster will give you more “freedom, utility and value” in your entertainment choices?

(via TechCrunch)