The Hunger Games is first to use a .movie domain

Donuts has signed up an impressive anchor tenant for its upcoming .movie gTLD in the form of The Hunger Games series of movies.
thehungergames.movie is one of just a handful of domains in .movie, which is currently pre-sunrise, indicating that it’s a deal Donuts has negotiated directly with the film distributors.
The Hunger Games is a series of inexplicably successful science fiction adventure films, starring Jennifer Lawrence, popular with teenagers.
The first movie in the series fetched a whopping $691 million in box office receipts.
A trailer for the fourth and final movie in the series was released today, and it’s the first to carry a .movie domain.

You’ll notice that the Facebook and Twitter addresses and suggested hashtags take precedence over the domain, but that’s understandable given the target demographic.
For Donuts, it’s just about the best anchor tenant it could have hoped for — a mass-market popcorn movie aimed directly at the people who will be buying their own domains in a few years.
People in the movie business will no doubt notice also, which in the short term could be more important. Sunrise starts next week.
Here’s the trailer.

Lady Gaga dumps .org for freebie new gTLD

With all the recent headlines about celebrities who feel compelled to protect their personal brands in .porn and .sucks, it’s worth noting that celebs also find new gTLDs useful.
Lady Gaga has re-domained her Born This Way Foundation non-profit, dumping a .org for a domain in the new gTLD .foundation.
The old bornthiswayfoundation.org, which still tops Google searches for the organization, now redirects to bornthisway.foundation.
The domain was registered April 1.
Donuts tell me the foundation is not paying for the domain, but declined to comment on whether the registration was as a result of some kind of registry marketing.
Born This Way Foundation was set up by pop singer Lady Gaga at the .org address in 2012.
I’d like to tell you what the foundation does, but unfortunately its web site contains nothing but impenetrable PR waffle.
Something to do with “supporting the wellness of young people and empowering them to create a kinder and braver world” and “shining a light on real people, quality research, and authentic partnerships”.
Nevertheless, it’s associated with Lady Gaga, who is just about as high-profile a celebrity as they get.
It’s a potential awareness-raiser for a gTLD with about 5,200 registered names.

Best anchor tenant ever? 50 Cent to use a .club

The American rapper Curtis ’50 Cent’ Jackson has become the first big-name celebrity to get in on the new gTLD game, announcing today that he’s launching a fan site on a .club domain.
He’ll launch 50inda.club at a .CLUB Domains launch event in New York on May 22, the registry has just announced.
‘In Da Club’ was the name of his breakthrough single in 2003.
A quote in a press release, attributed to Jackson, said:

As I prepare to launch `Animal Ambition’ on June 3 and my new drama `Power’ on Starz, the timing was right to give my fans a central web location to stay on top of all my latest news and social updates. I like to stay on the cutting edge, and 50inda.club represents the new wave of Internet names that actually mean something to me and my fans.

Fiddy has 7.41 million Twitter followers. That’s the kind of social media exposure not many other — probably no other — new gTLD operators have managed to achieve to date.
This, in my view, is a huge coup and is exactly the kind of thing new gTLDs need to be doing to get the word out about new gTLDs.

First .london anchor tenants named

The forthcoming .london gTLD has earmarked its first 28 domain names, most of which are going to some famous, and not-so-famous, local brands.
Judging by the list of names, registry Dot London Domains is going for a relatively classy bunch of anchor tenants, which is probably why I wasn’t invited to the launch event earlier this week.
Judging by newspaper reports, the registry managed to get a celebrity businesswoman, Deborah Meaden, to cut the ribbon, as well as a glowing endorsement from the mayor, Boris Johnson.
Dot London Domains is affiliated with London & Partners, the marketing arm of the mayor’s office.
The list of names, which come from the pool of up to 100 that the registry is allowed to set aside for promotional purposes before sunrise begins on April 29, was revealed by today’s .london zone file.
About half a dozen appear to be reserved for the use of the registry itself.
Three registrars also get their names — 1and1.london, fasthosts.london, godaddy.london — which seems to confirm that .london will get valuable Go Daddy distribution.
These are the others. I have to say, only a handful are household names over here. I had to Google about half of them.

absolutelymagazines.london — a publisher of the women’s magazine Absolutely, apparently.
dating.london — it’s going to be interesting to see who gets control of this, the only dictionary word so far on the list. Like all the others on this list, it currently belongs to the registry.
exterionmedia.london — an advertising company specializing in billboards and such, formerly CBS Outdoor. I’ve seen this brand quite a lot on public transport, which could be good news if it starts using a .london URL.
fortnumandmason.london — Fornum & Mason, an upmarket department store. Far too classy to let the oiks like me through the door.
londonlive.london — a TV station dedicated to London that I didn’t know existed.
meantime.london — probably the Greenwich-based brewing company called Meantime.
metrobank.london — a bank, currently using metrobankonline.co.uk.
penniblack.london — Penni Black, a catering company.
remoracleaning.london — a cleaning company that currently uses a .com.
scoffandbanter.london — a restaurant chain specializing in British food.
standard.london — the London Evening Standard, the capital’s widely-read free daily newspaper. When the paper announced its participation in .london on its Wednesday front page, pretty much every commuter in the city will have seen it.
symphonyorchestra.london — The London Symphony Orchestra.
techhub.london — a Google-backed shared work-space for tech start-ups, just down the street from DI HQ.
theallstars.london — Not sure. Possibly these musicians.
thecommitments.london — The Commitments, a West End musical based on the movie and novel of the same name.
westhamunited.london — West Ham United, one of London’s several Premier League football teams.
whufc.london — also West Ham.
wingstravel.london — a travel agency specializing in oil and gas industries. Interestingly, its current web site uses a .travel domain: wings.travel.

The .london gTLD goes to sunrise April 29, with general availability slated for September 9.

Trademarks still trump founders in latest TMCH spec

New gTLD applicants and ICANN seem to have failed to reach an agreement on how new registries can roll out founders programs when they launch.
A new draft of the Rights Protection Mechanism Requirements published last night, still appears to make it tricky for new gTLD registries to sell domain names to all-important anchor tenants.
The document (pdf), which tells registries what they must do in order to implement Sunrise and Trademark Claims services, is unchanged in many major respects from the original April draft.
But ICANN has published a separate memo (pdf) comprising a handful of asks made by applicants, which highlight where differences remain. Both are now open for public comment until September 18.
Applicants want text adding to the Requirements document that would allow them to give or sell a small number of domains to third parties — namely: anchor tenants — before and during Sunrise periods.
Their suggested text reads:

As set forth in Specification 5 of the Agreement, Registry Operator MAY activate in the DNS up to one hundred (100) names necessary for the operation and promotion of the TLD. Pursuant to these Requirements, Registry Operator MAY register any or all of such domain names in the TLD prior to or during the Sunrise Period to third parties in connection with a registry launch and promotion program for the TLD (a “Qualified Registry Launch Program”), provided that any such registrations will reduce the number of domain names that Registry Operator MAY otherwise use for the operation and promotion of the TLD as set forth in Specification 5.

The base new gTLD Registry Agreement currently allows up to 100 names to be set aside before Sunrise only on the condition that ownership stays in the hands of the registry for the duration of the registration.
Left unaltered, that could complicate deals where the registry wants to get early registrants through the door to help it promote its gTLD during the critical first few months.
A second request from applicants deals with the problem that Sunrise periods also might interfere with preferred allocation programs during the launch of community and geographic gTLDs.
An example given during the recent ICANN Durban meeting was that of the .london registry giving first dibs on police.london to the Metropolitan Police, rather than a trademark owner such as the Sting-fronted band.
The applicants have proposed to allow registries to request “exemptions” to the Requirements to enable this kind of allocation mechanism, which would be offered in addition to the standard obligatory RPMs.
Because these documents are now open for public comment until September 18, that appears to be the absolute earliest date that any new gTLD registry will be able to give its mandatory 30-day pre-Sunrise warning.
In other words, the hypothetical date of the first new gTLD launch appears to have slipped by a couple of weeks.

Overstock.com slows down O.co rebranding

Overstock.com is throttling its transition to the O.co brand after discovering consumers typed o.com even after watching the company’s commercials, according to a report.
The company’s $350,000 purchase of and subsequent rebranding around the o.co domain was possibly the single biggest single marketing coup for .CO Internet, the .co registry, to date.
But now it intends to keep the Overstock.com brand in the US for the time being, while using O.co overseas and on a new iPad app, according to a report in AdAge.
The O.co Coliseum, the stadium in Oakland for which Overstock bought the naming rights, will continue to bear the O.co name.
AdAge quoted Overstock president Jonathon Johnson saying that “a good portion” of people viewing its commercials tried to visit o.com, which is a non-resolving registry-reserved name, instead.
“We were going too fast and people were confused, which told us we didn’t do a good job,” he told AdAge. “We’re still focused on getting to O.co, just at a slower pace… We’re not flipping back, we’re just refocusing.”
This is obviously bad news for commercial new top-level domain applicants, many of which will be looking for all-important anchor tenants to validate their brands at launch.
Marketing people like to refer to the measurable results of others before pulling the trigger on new initiatives. The O.co case is unlikely to create enthusiasm for new TLDs.
On the other hand, it’s commonly believed that when it comes to breaking the .com mindset in the US, it will take more than a trickle of new TLDs such as .co. It will take a flood.
.CO Internet has always taken the position that .co adoption will take time, and that the ICANN new gTLD program will help its cause by raising awareness of non-.com domains.