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Epix App Drives Younger Viewer Demo

21 May, 2012 By: Erik Gruenwedel

April 27 to 29 superhero promotion helped lay the groundwork for Disney’s blockbuster theatrical launch of 'The Avengers'

Multiplatform pay-television operator Epix May 21 said its most recent preview weekend, April 27 to 29, saw it stream more than 200,000 hours of content to viewers via a proprietary app. Additionally, the number of downloads of the Epix app tripled during the weekend, compared with the entire previous month.

The previews, coupled with free availability of the app on mobile devices and related consumer electronics, helped Epix reach the coveted younger viewer, ages 18 to 34.

Of course the programming in question was Epix’s widely-publicized “Epix Super Hero Weekend,” which featured theatrical releases Iron Man 2, Thor and Captain America: The First Avenger, and docs, “Epix Extra: Mighty Movie Superheroes” and “With Great Power: The Stan Lee Story,” about the creator behind many of Marvel’s characters, including Spider-Man.

That promo occurred just days before the theatrical bow of The Avengers by Walt Disney Studios and distributed by Paramount Pictures.

New York-based Epix is co-owned by Lionsgate, Metro-Goldwyn-Mayer and Paramount.

“We have focused on our multiplatform strategy with a goal of building awareness of the Epix brand and lowering the average age of our viewer so that we are able to create a whole new generation of pay-premium TV subscribers,” said Epix CEO Mark Greenberg. “We are now focusing on working with our partners to capitalize on these marketing strategies and are confident that together we can convert the consumers from these weekends into paying subscribers benefiting both Epix and our distribution partners.”

To date, there have been 5 million downloads of the Epix app on all devices, including Android-powered phones and tablets, Roku players, Xbox consoles and iOS devices like the iPad, iPhone and iPod Touch. In the past six months, Epix app downloads have more than doubled since the launch on Xbox and iOS devices.

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