Fox To Promote Films On TiVo30 Jan, 2003 By: Hive News
20th Century Fox will send exclusive content promoting top theatrical releases to TiVo viewers in the coming year under a deal announced today.
"TiVo gives us a new platform for developing exclusive and entertaining content that promotes the best entertainment we have to offer," said Tony Sella, co-president of marketing for Fox. "TiVo also provides a valuable and much sought after audience of entertainment enthusiasts who will enjoy our products and help spread the word about the must-see films 20th Century Fox offers."
The companies will kick off the relationship with a Feb. 3 showcase promoting Daredevil, starring Ben Affleck and Jennifer Garner, which goes into wide theatrical release Valentine‘s Day.
Fox Studios will provide the content for five films over the course of the year. Campaigns may include video elements from the films, including theatrical trailers, exclusive interviews or behind-the-scenes footage. Other elements could include music video performances associated with the film or its soundtrack.
Music, movie and television production companies have been promoting their entertainment products on TiVo since the company launched its advertainment business last year. This branded advertainment content is stored on the TiVo DVR hard drive, letting consumers access and return to entertainment whenever they want. Content is recorded on reserved hard drive space and never infringes on consumers' allotted recording hours.
"Companies that know entertainment understand that TiVo showcases offer a rich, creative promotional opportunity that does more than advertise. The unique capabilities of the TiVo showcase let marketers build deeper relationships with viewers," said Brodie Keast, SVP and GM of TiVo.
In addition to films like Lord of the Rings: The Two Towers and About Schmidt, new music from U2, No Doubt, Vanessa Carlton, Counting Crows and Sheryl Crow have also been promoted on the TiVo service.
Viewers can opt in to be transported from 30-second spots running on traditional TV to branded entertainment. After viewing the branded advertainment, viewers return exactly where they left their favorite programs. The ability to pause live television enables TiVo to automatically activate this feature when viewers choose the video content on the hard drive.