18(a) Describe the mission/purpose of your proposed gTLD

Prototypical answer:

MISSION⁄PURPOSE


The mission⁄purpose of the .movie TLD is to provide a new, unique and dedicated online space for the global movie industry. The .movie TLD will have great advantages over existing TLDs: it will provide the global movie industry with a clear and intuitive identifier within the online environment; it will introduce increased domain name availability for the movie industry via the introduction of a TLD string that is completely dedicated to its primary product segment; and it will reduce consumer vulnerabilities associated with accessing movie-related online content.

Eligibility restrictions will be imposed to maintain the integrity of the space. Second level domain name registrations will only be available to movie producers and major movie studios, providing the TLD with a defined audience, purpose and value proposition. Registrants will be required to provide a Motion Picture Association of America number (or equivalent) to protect against fraudulent registrations secured for the purposes of domain name monetisation. These restrictions serve to support the TLD’s value proposition as the definitive space for the movie industry.

The introduction of the .movie TLD will address the key issue of domain name availability for movies that are that being actively marketed by the world’s movie producers, studios and industry bodies. The .movie TLD will provide a new space, free of the clutter associated with the current gTLD environment, allowing for the registration of optimal domain name strings that are tied directly to a movie title, series or promotional marketing message. Increased domain name availability will allow in particular for the registration of names that exactly mirror a movie’s title. This will ensure that marketing messages are delivered to the intended audience with more impact, resulting in a higher chance of message recall.

The .movie TLD will utilise the expansion of the DNS to ensure the intuitive and delivery of movie-related online content to consumers across the world. .movie will create a new online space specifically for the benefit of movie producers and their target audiences.

Similar gTLD applications: (1)