Launches with Uniquely Personal Recommendations for Movies

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Consumers now have a way to get reliable, trusted recommendations from their circle of friends, thanks to the launch of which opened for free access to the public today.

Until today, every rating and recommendation website has suffered from the same problem: The recommendations come from strangers. Consumers are often fooled by seemingly unbiased opinions when the reality is that many online reviews are commercially biased. And even with “honest” online reviews, consumers have no way of knowing how much they have in common with the reviewer. Fortunately, consumers now have a way to get reliable, trusted recommendations from their circle of friends, thanks to the launch of which opened for free access to the public today. delivers better, trusted reviews and recommendations by weighing your circle of friends’ opinions higher than those of a stranger. As each person’s network of friends on the site expands, the recommendations become more targeted and relevant. With this public launch, offers recommendations on thousands of movies as well as television DVD collections. Over the coming months, will expand by offering trusted recommendations for restaurants, clubs, and more.’s ratings are unique because they are prepared specifically for each member. Unlike sites that display a score based on an average of everyone’s ratings, calculates a score for each movie based on the opinions of each person’s circle of friends. This patent-pending technique means that, for example, one person may get a “9.8” score for the film “Pulp Fiction”, while their mother may see the score of “5.6” for the same film. Just like in the real world, values the recommendations from one’s circle of friends highest. is a free site that anyone can join by signing up at Members can browse their circle of friends through a patent-pending animated “radar” that shows everyone in their network out to the 3rd degree of separation. The “Ratings Radar™” also lets members browse the specific opinions of each of their friends for each movie. A list of movie recommendations, compiled specifically for each member, is available on the home page of the website. Members can get recommendations for movies in the theater or released on DVD, across any and all categories (drama, comedy, sci-fi, etc.). Movies tickets can be purchased through a partnership with, and DVD purchases are a click away on partner site Also, makes it easy to invite friends: a single click will import your address book from just about anywhere, such as Gmail, Yahoo Mail, Outlook Express, Hotmail, Plaxo, and more. was founded by serial entrepreneur Shahar Smirin, who after searching for reliable trusted recommendations online, realized there was no place to get recommendations the way people do “in real life”. Smirin designed and build to mirror the way real people get trusted advice: from their circle of friends. In just a few weeks of “alpha” testing with Smirin’s friends, membership grew to thousands of people who provided tens of thousands of recommendations. The community is managed by top blogger Melinda Roberts ( who ensures that each member’s questions and comments are answered and noted. continues to improve the website through expansive feedback provided by hundreds of users across three continents. The company uses an innovative method of evaluating the behavior of users on the website, and then works to optimize the user experience through quick product iterations with the development team, which holds as members PhD level expertise.

To join, simply sign up at:

About is a recommendations site that avoids commercial bias and provides critically better recommendations by weighing the opinions of your friends higher than those of a stranger. The more people you and your friends invite into your network, the more useful and comprehensive your top-rated lists will be. will give you a personal list of recommendations based on your friends’ favorite selections. Right now is perfect for getting movie recommendations, and will be adding other categories soon. provides critically better recommendations, period.


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Todd Greene
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