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Broadband Video Highlights 20th Century Fox Preview Strategy

20th Century Fox is using broadband video to release previews of its summer movies online as well as films that will be released next year.

The studio signed a five-film deal with Maven Networks Inc., Cambridge, MA, to let users experience DVD-quality trailers, photos and behind-the-scenes footage. The movies are “Kingdom of Heaven,” “Mr. and Mrs. Smith,” “Fantastic Four” and two scheduled for early 2006.

“It's about getting butts in the seats,” said Tonie Hansen, Mountain View, CA-based director of marketing at Maven. “Seeing the video full screen just two feet away puts you in the action, and I think that's what they're trying to do. They want you to get excited about watching the movie.”

The broadband video experience includes pass-along features for e-mailing links to others, repeat viewing and the ability to buy movie tickets.

For example, kingdomofheavenmovie.com lets visitors see video trailers, battle scenes and behind-the-scenes clips, plus interviews with actors. Visitors can share clips with others, view an interactive photo gallery, check other trailers for upcoming Fox movies and buy advance tickets.

Maven previously helped Fox with “Master and Commander: The Far Side of the World.” Site visitors spent an average of 15 minutes, 22 seconds with the “Master and Commander” application, previewing the flick, watching behind-the-scenes footage and listening to interviews with the movie's star, Russell Crowe.

These fans, Maven claimed, returned to the site an average of 3.6 times during the campaign to see more than nine videos. In the weeks surrounding the movie's release, click-throughs to view theater schedules and buy tickets averaged 24 percent. Click-through to the “Master and Commander” site averaged 26 percent.

Other Maven clients include Atom Films, A&E Television Networks International, CJ Media of South Korea, General Motors Corp. and Virgin Records. These marketers use the Maven Media System and Maven Intelligent Delivery System.

Marketers increasingly are turning to broadband video to complement other offline and online efforts as penetration of high-speed Internet access increases. More than 56 percent of U.S. households use broadband to connect to the Internet. The weekly online video audience is estimated at 20 million.

Mickey Alam Khan covers Internet marketing campaigns and e-commerce, agency news as well as circulation for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters

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