The concept of user-generated content is apparently expanding… to include major brands, which are beginning to produce their own online content.

Anheuser-Busch is launching an in-house film and TV production company charged with making humorous shorts and sitcom-like programs for the internet and cell phones, reports Ad Age. The ambitious effort could eventually branch out into full-length feature films. The country’s largest brewer is moving its top creative executive, Jim Schumacher, out of the advertising department and into the new entertainment production group.

Also, Michael Gianino, senior director of branded entertainment, is moving to a unit devoted to producing online content. He previously worked on A-B’s product-placement deal for New Line Cinema’s “Wedding Crashers.”