General Electric is getting into the video-streaming business and plans to release its first feature film, a breakdancing documentary, "Shake the Dust" on Dec. 24,.

According to Reuters, the conglomerate has partnered with streaming devices such as Roku and Apple TV in a marketing effort that may "raise the bar for sponsored content."

"Shake the Dust" aims to show how how the breakdancing has united people over the world. Rap star Nasir "Nas" Jones is the executive producer of the film produced in collaboration with music-video platform Vevo.

General Electric, known primarily as a producer of consumer, industrial and healthcare products, bought the rights to release and sponsor the movie for two weeks. The company is set to promote "Shake the Dust" through an advertising campaign on the home screen of Roku and release accompanying video, such as interviews with Nas.

That bundle of extras also includes "'Drop Science,' a music video featuring electronic art and sounds from GE machinery"; "'Science of Rhythm,' a roundtable discussion on the relationship between science and rhythm"; and "'Rhythm & the Brain,' a conversation between Grateful Dead drummer Mickey Hart and neuroscientist Adam Gazzaley" on a common project, according to Brandchannel.

"GE is always experimenting with how we can best tell stories and reach global audiences," Linda Boff, the company's global executive director of brand marketing, told the website. "There's a white space for brands in the ecosystem of streaming and binge viewing -- where brands can create new experiences that will surprise and delight audiences."

The conglomerate seeks to stress the connection between neuroscience and music, Reuters said, noting that GE's Health care arm makes medical equipment. It hopes to reach consumers who shun traditional television, Sam Olstein, its director of innovation, said.

"We have been grappling with this challenge of how to reach the binge consumer who doesn't watch TV," Olstein said about people who choose watch several episodes of a TV show on Netflix or other streaming-video providers.

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