The movie studio will use interactive broadband video technology from Maven to deepen its relationship with fans.
Twentieth Century Fox will promote five upcoming films using an interactive broadband video channel, which was developed with rich media technology player Maven Networks.
The first promotion, which launches today, is for Ridley Scott's "Kingdom of Heaven", starring Orlando Bloom. Promotions for "Mr. and Mrs. Smith," starring Brad Pitt and Angelina Jolie, and "Fantastic Four" are planned for this summer. Two additional promotions are slated for early 2006.
The broadband channel allows users to view full-screen video trailers, behind-the-scenes video clips and interviews with the actors. Users can share clips with their friends, purchase tickets in advance and view a full-screen, interactive photo gallery or check out other trailers for upcoming movie releases from Fox.
"Today's promotional campaigns have to combine traditional and online awareness methods in order to reach target audiences," said Jeffrey Godsick, EVP of marketing for 20th Century Fox. "The content is so compelling that it commands strong pass-along among fans and drives more impulse purchases of movie tickets online."
Because it is a five-film deal, Fox will be able to re-market to users with whom it already has a relationship, driving deeper relationships with its customers. Also, because of the duration of the deal, Fox will be able to market DVDs for this summer's movies to users through the same channel.
"This is proactive marketing, bringing the experience to the user," said Hilmi Ozguc, Maven's CEO. "It's a way to continue reaching out to them, on their schedule, that creates a visitor experience akin to television."
The experience is more interactive than television, in that marketers can add a layer over the video with links to more content within the application or on a Web site, he added.
Instead of streaming the video as it's being watched, the content is downloaded over a period of time while the user is doing other things. Once all the content is saved to the user's hard drive, a window pops up to alert the user that the latest content is available to view. Maven's software is fully DRM-enabled, so a marketer can choose to allow users to save or share content without limits, to limit by time or number of shares, or to fully restrict saving and sharing.
Maven's technology can provide marketers with analytics like time spent with the application and pass-along, as well as detailed data on clickpaths and where the user's mouse rested.
Fox previously used Maven's technology to drive exposure for last year's "Master and Commander: The Far Side of the World," a promotion that led users to return to the desktop channel an average of 3.6 times to view video trailers and behind the scenes footage that was automatically delivered over a three month period leading up to the film's release.
For the "Master and Commander" promotion, Fox found that nearly 22 percent of visitors clicked through to check local showtimes, while 12 percent purchased tickets online through the desktop channel. Users also spent an average of 15 minutes watching behind the scenes footage or listening to interviews with the movie's stars.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!
Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.
Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.
With a combination of real-world marketing experience and years of business journalism, Kevin brings to ClickZ a unique ability to deliver news and training materials that help online marketers do their jobs better.
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
June 10, 2015
12:00pm ET/9:00am PT