Variety.com - Fox Atomic brings new twists: Genre Label Adds to Conventional Tactics.
Tue., Feb. 20, 2007
by Steven Zeitchick
The article discusses the creation of Fox Atomic--a division of Fox Film Entertainment dedicated to genre films and youth markets. However, Fox Atomic doesn't want to just create and market movies, rather "it wants to create entire worlds around those movies." The Fox Atomic website enlists current trends in digital culture to reach out to young, tech savy audiences. The studio has a presence in Second Life called "Fox Atomic Island, a virtual movie studio where citizens can pick up and play with avatars from all its leading pics." It also holds mashup and machinima contests, includes movie related video games on its website, as well as user forums and information on forthcoming releases. In addition, Fox Atomic has created a comics division that will release comics based on movie properties that are not adaptations of the films, but rather engage in "cross-media" storytelling. Current and upcoming film releases include The Hills Have Eyes 2, 28 Weeks Later, and Touristas.
Although other film studios and distributors have a web presence and engage with digital culture, few have ventured quite as far as Fox Atomic. The article remains skeptical as to the success of this strategy as it is still unproven in its ability to generate ticket sales, but this sort of "web 2.0" interactivity and media convergence may be something that film studios can ill afford to ignore.