The Paperfilm website was the heart of the campaign, at once a tool for editing mobile movies and a screening room for viewing them. The festival provided amplification to the broader PaperWorld campaign, inviting consumers to become part of it. Downloadable toolkits enabled consumers to construct characters. Online ads were used to invite submissions and drive people to the site, and films, distributed virally, provided inspiration. The site is an ongoing resource for consumers.

There were over 27,000 visitors to the site and average interaction time on the site was in excess of ten minutes. Research showed that 78% of visitors loved the idea. One interviewee summed it up: "I can’t imagine any other mobile company being as creative as this."