-By Mike Shields

Year-old startup PopTok is set to launch a public beta test of its new instant messaging application, which provides users the ability to share two to five second video clips from classic and current movies, TV shows and songs with their friends.

The company, led by former Entertainment Weekly executive Scott Kauffman and Illi Edry—of the the Israeli technology firm Jerusalem Venture Partners--has lined up partnerships with a who’s who of companies in the media space, including CBS, Fox, Lionsgate and Warner Bros., among others. Once the product rolls out to the public, officials claim that users will be able to fire off two- to five-second video clips of their favorite lines from pop culture via various instant messaging services, much like they share smiley face emoticons. For example, during an IM conversation, a user might share a snippet featuring Dr. Evil of the Austin Powers films demanding “one million dollars” with his buddies.

PopTok says its movie, TV and music partners view the new product as a promotional, and possibly a sales tool. The company plans to incorporate ecommerce functionality so that the user sharing the Austin Powers quote could ultimately purchase or rent the movie via services like Amazon, Netflix and iTunes. Plus, PopTok plans to sell display advertising alongside it’s application.

Kauffman said he’s confident that PopTok will appeal to multiple generations of users, given how prevalent quoting from pop culture has become in American society. “It’s a form of personal expression,” he said. “Everyone invokes their favorite movie clips in conversations every day.”