Even before making its long-delayed debut on the Internet, Pop.com, a highly promoted entertainment venture by DreamWorks and Imagine Entertainment, is being turned over to the movie portal IFilm, published reports said today (Thursday).

In reporting on the development, today's Los Angeles Times commented that the move is "an admission from DreamWorks' Jeffrey Katzenberg, David Geffen and Steven Spielberg and Imagine's Brian Grazer and Ron Howard that their enterprise was a nonstarter."

The newspaper observed that the Pop.com founders had been stymied in their efforts to find support for the Web enterprise among top Hollywood talent. It was unclear just how the IFilm-Pop.com union would be accomplished. In an interview with the online entertainment news site Inside, DreamWorks principal Jeffrey Katzenberg commented, "This is always hard ... don't know if it will get done."

Source: Studio Briefing