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You talkin' to me?

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Famous movie lines, such as Robert De Niro's memorable if menacing bit of dialogue between himself and his mirror from the 1976 film "Taxi Driver," move beyond film geeks to the masses and are commonplace in conversation. 

Now, a new online service called MovieClips.com is looking to capitalize on all those folks who like to quote lines from movies such as "The Godfather," Goodfellas." MovieClips allows cinephiles to search a collection of more than 12,000 mainstream movie clips to find and replay their favorite lines -- and post the clips on social networks such as Facebook and MySpace, or embed the video on blogs or personal websites.

The Santa Monica start-up, founded by former LA Film Festival Director Rich Raddon and investment banker Zach James, reached deals to provide clips from six Hollywood studios: 20th Century Fox, Metro-Goldwyn-Mayer Studios Inc., Paramount Pictures, Sony Pictures Entertainment, Universal Studios and Warner Brothers.

The site launches today.

Movie buffs can search by movie title, genre, character or mood, or browse the collection for, say, the best fight scene. 

Chief Executive James said he hopes the site will be able to entice advertisers, as well as viewers. The studios no doubt consider MovieClips a giant promotional opportunity. Every video clip features a "buy it" button that sends the user to make a purchase at either Amazon.com or Apple Inc.'s iTunes store. 

Photo: Robert De Niro as the troubled Travis Bickle in "Taxi Driver." Credit: American Cinematheque

--Dawn C. Chmielewski

 
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