Michelle Clancy ©RapidTVNews | 23-08-2011

Worldwide film and television studio Miramax is getting into the Facebook video act with a new app for the social platform called the Miramax eXperience.

The studio offers a library of more than 700 motion pictures sold directly and licensed through strategic partnerships with Lionsgate, Studiocanal and most recently Netflix.

Building on this, the new app, now available in beta, is designed to let users watch movie clips and feature-length films, play games and share the experience with their friends within the Facebook community. Miramax aims to reach 150 million+ Facebook friends within the next 18 months.

"We are big believers in Facebook and what it could mean for the future of the content business," reads the Miramax blog announcingt he app. "Today there are over 50 million friends on Facebook that mention a Miramax film in their profile, interact with our Miramax page or like the fan pages of beloved Miramax titles and talent."

eXperience integrates into user profiles and news feeds; Facebook users can invite and interact with their friends by leveraging games and other features such as enabling friends to "like" movies.

The app will enable rentals, but eventually consumers will be able to buy films and store them in their own cloud-based digital locker. Users can watch Miramax films on multiple devices, including a PC, iPad or TV. The app uses Facebook Credits and Facebook Connect to make it easier to use the service.

Miramax admits the cloud vision is still in development. "Sounds like an easy concept – but one that we need multiple partners to help support to make possible," it said in the blog. "To that extent, we encourage our industry peers to join us in this vision – including the other great digital retailers and technology companies of the world. The time is now to make cloud-based movie ownership a reality for consumers."