Fox sets screenings for new DVDs

Signs exclusive deal with W Hotel for summer film series

In this era of Internet campaigns and other high-tech promotions, 20th Century Fox Home Entertainment is taking things back to the street.

The studio this summer has launched an ambitious program to promote upcoming DVD and Blu-ray Disc releases from Fox and MGM, which it distributes, through public screenings.

Fox and MGM titles will be featured in the "MaliBlu-ray Screening Room" at the DKNY Jeans Beach House in Malibu, Calif., W Hotels in Los Angeles and New Orleans and Tropicana Field in Tampa Bay, Fla., after Tampa Bay Rays baseball games.

Fox titles also will be shown as part of Silver Screen Selects, a traveling film festival that this year will showcase mostly classic films from the recent Tyrone Powers and Alice Faye DVD collections. And in New York, the iconic New York films "Working Girl," "The French Connection" and "Moonstruck" are screening as part of the Park Conservancy's summer recreational program.

"People want to get out of the house and do stuff during the summer, so we're seizing the opportunity to get a variety of our DVD and Blu-ray Disc releases in front of them for when the come back home," said Steve Feldstein, senior vp marketing and corporate communications for Fox. "It is terrific visibility for classic releases and smaller titles."

Fox began doing public screenings of its upcoming DVDs last summer, when it was one of several studios to participate in a summer movie series held Sunday nights outdoors at the W Hotel in Los Angeles. This year, Fox signed an exclusive deal with the W to screen only its films in the series and branched out to the W in New Orleans, with an eye toward expanding even further.

This month, Fox also will screen new Blu-ray releases at the DKNY Jeans Beach House in Malibu on a 103-inch Panasonic plasma TV screen. The private screenings, for invited house guests, include current releases "Point Break," "Batman," "Juno" and "27 Dresses," as well as the bulk of Fox's Blu-ray library.

Fox also is a flagship sponsor of Silver Screen Selects, a traveling film festival targeting baby boomers. The weekly screenings in such locations as Key West, Fla., and Santa Fe, N.M., will feature Fox films from the recently released "Bonneville" to the Tyone Powers Matinee Idol and Alice Faye collections. Silver Screen Selects is sponsored by Kids First, the same group that sponsors a traveling children's film festival that now stops in more than 100 venues nationwide.

In partnership with the Tampa Bay Rays, Fox will screen classic family films on Tropicana Field after select baseball games. The program began last week with "Ice Age" and continues throughout July and August with such films as "Edward Scissorhands," "Moulin Rouge" and "The Sandlot."