Fox Boosts Catalog With Screenings10 Jul, 2008 By: Thomas K. Arnold
In this era of Internet campaigns and other high-tech promotions, 20th Century Fox Home Entertainment is taking things back to the street.
The studio this summer has launched an ambitious program to promote upcoming DVD and Blu-ray Disc releases from Fox and MGM, which it distributes, through public screenings.
Fox and MGM titles will be featured in the “MaliBlu-ray Screening Room” at the DKNY Jeans Beach House in Malibu, Calif., party central for the likes of Ashley Tisdale, Paul Abdul and Lauren Conrad; W Hotels in Los Angeles and New Orleans; and Tropicana Field in Tampa Bay, Fla., after Tampa Bay Rays baseball games.
Fox titles also will be shown as part of Silver Screen Selects, a traveling film festival that this year will showcase mostly classic films from the recent Tyrone Powers and Alice Faye DVD collections. And in New York, the iconic New York films Working Girl, The French Connection and Moonstruck are screening as part of the Park Conservancy's summer recreational program.
“People want to get out of the house and do stuff during the summer, so we're seizing the opportunity to get a variety of our DVD and Blu-ray Disc releases in front of them for when they come back home,” said Steve Feldstein, SVP of marketing and corporate communications for 20th Century Fox. “It is terrific visibility for classic releases and smaller titles and, for viewers at the Beach House, we can make their eyes pop out when they experience Blu-ray.”
Fox began doing public screenings of its upcoming DVDs last summer, when it was one of several studios to participate in a summer movie series, “Show: Me the Movies,” held Sunday nights, outdoors, at the W hotel in Los Angeles. This year Fox signed an exclusive with the W to screen only its films in the series and branched out to the W in New Orleans, with an eye toward expanding further.
This month, Fox will screen new Blu-ray Disc releases at the DKNY Jeans Beach House in Malibu, on a 103-inch Panasonic plasma TV screen. The private screenings, for invited house guests, include Point Break, Batman: The Movie, Juno and 27 Dresses, as well as the bulk of Fox's Blu-ray library. Fox marketers will decorate the room with movie posters and hand out related merchandise, from Batman Frisbees to Point Break surfboard-shaped drink stirrers.
Fox also is a flagship sponsor of Silver Screen Selects, a traveling film festival targeting baby boomers who enjoy classic movies. The weekly screenings in such locations as Key West, Fla., and Santa Fe, N.M., will feature Fox films from the recently released Bonneville to the Tyone Powers Matinee Idol and Alice Faye collections.
Silver Screen Selects is sponsored by Kids First!, the same group that sponsors a traveling children's film festival that now stops in more than 100 venues nationwide.
In partnership with the Tampa Bay Rays, Fox will screen classic family films on Tropicana Field after select baseball games. The program began last week with Ice Age and continues throughout July and August with such films as Edward Scissorhands, Moulin Rouge and the baseball classic The Sandlot.