Blog search engine Technorati and Paramount Pictures have inked a deal whereby Technorati will collect film-related blog post excerpts to post on film websites, as well as run ads for the films on the Technorati site, along with other promotional efforts to generate buzz about films, reports ClickZ. The first effort is for "An Inconvenient Truth," former Vice-President Al Gore's documentary about global warming.

Blog post excerpts and links back to the bloggers will appear on the film's promotional site, Climatecrisis.net, created by Paramount; the site also features RSS feeds on global warming from major news sources.

Technorati has also worked with independent studios on marketing and advertising initiatives. Its chairman and CMO Peter Hirschberg told ClickZ that "independent film is…all about capturing word-of-mouth," adding: "In the blogosphere, if you can capture all that stuff and have a film site…serve as a home or community for that, suddenly the film is visible."