New Release Windows: Fox to Lure Sports Fans with Digital HD Initiative
By emeadows
September 19, 2012
September 19, 2012
20th Century Fox has begun a big marketing push to promote its new Digital HD initiative. It’s first goal: to lure in sports fans.- The new initiative “will make future Fox films available for download about two weeks before their homevid release; there are also 600 library titles,” reports Variety.
- The focus on sports fans and ESPN in particular reflects Fox’s interest in the young male audience, “an enthusiastic demo for digital downloads, especially via gaming consoles such as PlayStation and Xbox,” notes the article.
- ESPN fans can expect to see digital download promos splashed across the site’s homepage, on its tablet homepage and on its mobile app.
- Fox will also promote via major gaming and music sites.
- The promotion behind Digital HD marks a new direction for Hollywood, which has been tentative regarding digital distribution. “The Digital HD campaign is in keeping with Fox chairman Jim Gianopulos’ leadership on technology, anti-piracy and digital strategies,” explains Variety. “Last year, Fox was the first studio to make Oscar screeners available via free digital download on iTunes.”
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