20th Century Fox Taps Maven Networks To Promote Five Major Films Through Broadband Video Channel
Studio Kicks Off Summer Movie Season with “Kingdom of Heaven” Promotion;
Strong Viral Pass-Along, Repeat Viewing, and One-Click Ticket Purchase Options Deliver Greater Value Per Marketing Dollar
CAMBRIDGE, MA - (May 3, 2005) - Maven Networks, Inc., a software provider that enables brand marketers and media companies to deliver the most compelling broadband video experiences, today announced a five-film deal with 20th Century Fox to offer consumers an interactive broadband video channel that promotes its hottest summer releases.
The first promotion for “Kingdom of Heaven”, from the director of “Gladiator” and starring Orlando Bloom, launches to movie fans today. Promotions for “Mr. and Mrs. Smith” starring Brad Pitt and Angelina Jolie and “Fantastic Four” are also planned for this summer. Two additional promotions are slated for early 2006.
The Maven deal represents a return engagement for Fox, which used Maven’s technology to drive exposure for “Master and Commander: The Far Side of the World”. The Master and Commander promotion, which won Billboard’s 2004 Digital Entertainment Awards for the Most Innovative Use of Technology for Advertising, prompted users to return to the desktop channel an average of 3.6 times to view more than nine DVD-quality video trailers and exclusive behind the scenes footage that was automatically delivered over a three month period leading up to the film’s release. Fan click-through rates to view theater schedules or purchase tickets skyrocketed to an average of 24% during the weeks surrounding the film’s release. Moviegoers also spent an average of 15 minutes watching behind the scenes footage or listening to interviews with the movie’s stars.
“Today’s promotional campaigns have to combine traditional and online awareness methods in order to reach target audiences,” said Jeffrey Godsick, executive vice president of marketing for 20th Century Fox. “With Maven’s technology, we deliver amazing broadband video experiences that engage moviegoers and drive them to theaters. The content is so compelling that it commands strong pass-along among fans and drives more impulse purchases of movie tickets online.”
The broadband channel, now available at the “Kingdom of Heaven” Web site (http://www.kingdomofheavenmovie.com/broadband/index.html), allows consumers to view full-screen, DVD-quality video trailers and battle scenes as well as exclusive, behind-the-scenes video clips and interviews with the actors. Fans 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. By using Maven for cost-effective delivery of DVD-quality video, combined with simple-to-use publishing and near-real time metrics, entertainment companies like Fox are implementing new and creative broadband channels for driving deeper, ongoing relationships with moviegoers - relationships that lead to increased ticket sales and increased revenues.
“With more than 56% of U.S. households now actively using broadband to access the Internet and the weekly online video audience estimated at over 20 million, it’s no surprise that consumer demand for top quality video content is skyrocketing. Media companies like 20th Century Fox are in a perfect position to deliver the online experience that consumers want, as they already own some of the most compelling entertainment content available,’” said Hilmi Ozguc, CEO, Maven Networks. “With Maven, media companies, content providers, and brand marketers can deliver compelling broadband video experiences that directly engage target audiences and maximize online revenues.”
Other world-class customers using Maven’s technologies include Virgin Records, Atom Films, A&E Television Networks International, CJ Media of South Korea, General Motors and more.
About Maven Networks
Maven Networks provides broadband video technologies that unite the visual impact of television with the interactivity and measurability of the Internet. Maven’s software platform enables media companies, content providers, and brand marketers to deliver compelling broadband video experiences to more effectively inform, entertain, market and sell to online audiences.
The company’s products, the Maven Media System and Maven Intelligent Delivery System (IDS), are used by industry-leading organizations such as 20th Century Fox, Atom Films, Virgin Records, General Motors, and A&E Television Networks International to deliver more compelling experiences using DVD and HD-quality video. More information about Maven can be found at www.maven.net.
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