New trend, new rules

Specific marketing has assisted Fox promote catalog franchises including 'X-Males: Top Class.A For audiences the numerous method to view movies -- via video games, mobile phones, Internet, television -- is really a boon however for entrepreneurs, it has been a couple of many years of spinning the guidelines of engagement."We have really seen development in this recession economy on VOD and EST, striking new levels on VOD and EST," states Aubrey Freeborn, senior Vice president of selling and product management for worldwide VOD and electronic sell-through at twentieth century Fox. Freeborn is really a panelist at Variety's Film Marketing Summit, addressing the subject Marketing Across Home windows: Theatrical, VOD, Home Theatre.Freeborn states one advance which has affected the for that better is day-and-date availability it's assisted VOD growth due to the brand new releases and also the submissions are fresher.She adds one more reason for that upswing is totally new enhancements in navigation -- it's simpler to uncover and check for content which is also simpler to determine what's new and available.However, Fox isn't holding out to determine exactly what the next new invention might be, they, like other Hollywood majors, are now being positive while exploring out new methods to market."We now have labored carefully using the cable companies along with other galleries to produce an industrywide marketing effort underneath the 'Movies on Demand' brand which has rapidly get to be the very indepth and effective campaign up to now for VOD. We have only scratched the top around the growth possibilities," Freeborn states.Fox has additionally made other enhancements in searching to find the attention of customers within the digital download arena, with the addition of behind-the-moments material along with other special content that customers found expect on the DVD onto digital files."We are able to interact with this theatrical co-workers to advertise theatrical releases with special content, yet still time marketing the catalog, for example 'X-Males: First Class' and also the 'X-Men' franchise," Freeborn states.Through specific marketing, Fox has discovered a couple of surprising (and useful) things too.InchVOD was previously very male and teen -- it's extended and today the main consumer is age 35-44 for ladies within the traditional VOD shops. Another interesting factor would be that the demos in the platforms vary, according to be it Xbox 360, Comcast, etc. Our marketing approach is specific whenever possible in line with the demo from the platform," states Freeborn.FILM MARKETING SUMMIT 2011:New trend, new rules Hard sell Levy's job is really a dream that actually works Contact the range newsroom at news@variety.com