Twentieth Century Fox is jumping into the digital media pool with both feet with the introduction of its Digital HD initiative.
Up until now, Fox has been staying out of the UltraViolet streaming fight, but now it seems it wants in, and is doing so with a new system it’s trying out called Digital HD. No, it isn’t a new format – thank goodness for that – but just a move that will see movies available for digital sale weeks before the physical counterpart hits store shelves. Home video sales have been on the decline for some time now, and studios are doing everything they can to drum up business.
Selling a copy of Prometheus three weeks before the physical media is available may be one way to do it, but it remains to be seen if consumers will latch on to this concept.
The biggest thing Fox has going for it with this new plan is that it didn’t restrict itself to UltraViolet – which is incompatible with iOS devices – and instead is basically selling it everywhere it can. Think of Digital HD merely as, “Hey, you can buy a digital copy a little bit quicker.”
TWENTIETH CENTURY FOX ADVANCES ENTERTAINMENT WITH
Digital Model Expands Ownership Experience with HD, Affordable Pricing and Early Access
Up to 600 Digital HD™ Movies Available Immediately from Fox in over 50 Countries
LOS ANGELES – Sept. 18, 2012– Twentieth Century Fox Home Entertainment today announced the launch of DIGITAL HD™ — a new initiative that allows consumers to download or stream their favorite Fox movies on a variety of connected devices. Customized for today’s digital lifestyles, more than 600 Fox films can now be enjoyed anywhere, anytime in amazing high-definition immediately in the U.S. from Amazon, CinemaNow, Google Play, iTunes, PlayStation, VUDU, Xbox Live and YouTube.
The epic sci-fi thriller PROMETHEUS is also available today on DIGITAL HD™ for less than $15, arriving three weeks before Blu-ray, DVD and video-on-demand (VOD).
Digital HD™ combines four key benefits into one offering with earlier access to new releases, attractive pricing, cloud storage and availability across multiple devices. Whether the plan involves watching Fox movies on connected HDTVs in your living room, or on your tablet or smartphone on the run, Digital HD™ offers up versatility and convenience.
“With almost 800 million broadband connected devices globally, and millions of people accessing entertainment on those devices, we feel the medium’s time has come,’’ said Mike Dunn, President Worldwide, Twentieth Century Fox Home Entertainment. “DIGITAL HD™ redefines digital ownership in a way that presents consumers with a full range of benefits in a coherent way, and it allows them the chance to build digital movie collections that can literally be carried in the palms of their hands. ”
“Available in more than 50 countries, DIGITAL HD™ is a brand that will define the convenience and selection that digital ownership brings,” added Mary Daily, President of Worldwide Marketing and Chief Marketing Officer, Twentieth Century Fox Home Entertainment. “Over time, DIGITAL HD™ will embody the benefits of HD quality and the ultimate all-access pass to the best in entertainment.”
Today’s launch will coincide with the most extensive all-digital media campaign to date for digital movies that will reach over 100 million active movie viewers across online retailer sites and through the No. 1 sports, music and gaming sites.
PROMETHEUS on DIGITAL HD™ is also Fox’s first UltraViolet-enabled title. Additional DIGITAL HD™ new releases this year include ABRAHAM LINCOLN: VAMPIRE HUNTER, ICE AGE: CONTINENTAL DRIFT, THE WATCH and DIARY OF A WIMPY KID: DOG DAYS.