The social network and film marketing platform for upcoming movies has received further seed funding as a soft launch continues.

The latest round of investment comes from Machinima chairman, CEO and co-founder Allen DeBevoise.

Previous investors include Jim Moloshok, former entertainment executive at HBO, Yahoo! and Warner Bros, as well as Larry Braitman, an online advertising veteran and founding investor in Flixster, and Adam Nash, CEO at Wealthfront and former executive in residence at Greylock Partners.

MovieLaLa co-founder and CEO Dana Loberg (pictured) said the service was designed to enable viewers to discover upcoming releases through friends and track the pipeline of favorite stars.

Loberg added that film marketing executives would be able to tap into buzz on social media to target audiences in their campaigns.

“When it comes to movie discovery, nobody has built the IMDb,” said Loberg, who added the service will launch on iPad in April followed by roll-out across mobile platforms.

“There’s a huge opportunity on mobile. There are not that many movie-going apps out there. We’re bringing the tech of Silicon Valley and the relationships of Hollywood to this.”

Loberg continued, “This esteemed group of investors validates what we are building at MovieLaLa. Studios today have no problem generating awareness leading up to theatrical releases, but they struggle to transform that into intent-to-purchase tickets.

“I look for breakthrough start-ups with smart founders who are as passionate about their companies as I would be working with them – a description that fits MovieLaLa exactly,” said co-founder Sahin Boydas.

“MovieLaLa has not only designed a beautiful user experience that mirrors the social activity of going to the movies, but armed movie marketers with the audience data they have been lacking. I anticipate that MovieLaLa will soon become studios’ most valuable marketing tool.”