MarketingVOX: Fox Atomic, the young-adult genre division of Fox Filmed Entertainment, is launching an entertainment and social networking site.

Hoping a film studio can become its own media brand, Fox Atomic (FA) has launched video-centered FoxAtomic.com, ClickZ reports. The intent is not just to promote its upcoming films, but to "establish a tight-knit online community around entertainment content that can generate a large volume of advertising," according to the article.

Fox Atomic is aiming to create a 21st century version, online, of the1980s and '90s cable shows tailored for specific audiences. Success will depend on the amount of original and syndicated content it can come up with. FA has partnered with content partner Stupidvideos.com, which will provide its short-form viral videos; it will likely rely on other Fox properties as well.

It has also partnered with Jumpcut.com to offer a video editing and viewing application called The Blender, which is being used to promote the upcoming new version of the Revenge of the Nerds movie.

"Using the Blender, make a movie that shows why you are the ultimate Nerd. You can use the clips we've provided and blend them with your own video, or upload an entirely original audition.... The ten movies that receive the most Love will be chosen as finalists. The winner will be selected by a celebrity nerd and announced on foxatomic.com in early September," according to the site.