Hollywood vet brings movie marketing to Moscow.The same day Brian Fox The introduction to this article provides insufficient context for those unfamiliar with the subject matter. Please help [ improve the introduction] to meet Wikipedia's layout standards. You can discuss the issue on the talk page. sold his namesake name·sake n. One that is named after another. [From the phrase for the name's sake.] namesake Noun advertising agency--which specialized spe·cial·ize v. spe·cial·ized, spe·cial·iz·ing, spe·cial·iz·es v.intr. 1. To pursue a special activity, occupation, or field of study. 2. in marketing blockbuster block·bust·er n. 1. Something, such as a film or book, that sustains widespread popularity and achieves enormous sales. 2. A high-explosive bomb used for demolition purposes. 3. Hollywood movies--he started a new agency dedicated to his first love, selling small independent films. "I'm at the point in my life where I have that luxury," he said. But his new agency, B.D. Fox Independent, doesn't promise much luxury. Its first client is a production house in Russia that wants Fox to "Americanize" the way Russian-produced films are promoted inside that country. "The Russians have become a sophisticated market, they just have a different sensibility--very nationalistic. But they get to see American films too," Fox explained. His client, an old Hollywood friend who now runs Monumental Films in Moscow, wants his local fare to compete with the gtitz of the Hollywood marketing machine. To Americanize the marketing effort, Fox will implement faster-paced previews in theaters, dramatic designs for one-sheet posters, gala premieres on opening night, and better viral Internet campaigns. But Fox's strategy of helping foreigners Foreigners alienage the condition of being an alien. androlepsy Law. the seizure of foreign subjects to enforce a claim for justice or other right against their nation. gypsyologist, gipsyologist Rare. mass-market their movies runs counter to prevailing attitudes in most of the world. "Outside of America film is an art, not an industry," said Steven Gaydos, executive editor of Variety and an expert on foreign film. "We have a model of promotion, distribution, salesmanship, exit strategy--we know all that. It's the opposite over there. They have no history of film as a business." Fox's former company, B.D. Fox & Friends, was purchased by senior management, which immediately changed the name to Ocean Park Creative. The company handled advertising for movies such as "E.T.," "Batman," "Harry Potter" and "The Matrix." The agency also helped launch the Sci-Fi Channel and Microsoft Corp.'s video game "Halo." [ILLUSTRATION OMITTED] But those were big-budget projects. Fox points to his former agency's success with the quirky quirk n. 1. A peculiarity of behavior; an idiosyncrasy: "Every man had his own quirks and twists" Harriet Beecher Stowe. 2. comedy "A Day Without a Mexican" as the model for his new venture. A low-budget marketing campaign with provocative billboards made the film a modest commercial success. And according to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. Gaydos, Fox's timing couldn't be better. "Clearly there's a revolution in Russia--no pun pun, use of words, usually humorous, based on (a) the several meanings of one word, (b) a similarity of meaning between words that are pronounced the same, or (c) the difference in meanings between two words pronounced the same and spelled somewhat similarly, e.g. intended," he said. "The audience's appetite for movies in Russian is on the increase. So it's a good place to try this strategy." To manage his risk, Fox will only handle films with distribution deals in place. However, in an unusual twist, he said his new company will help obtain funding for a few select projects, although he will only supply "P&A," or prints and advertising money, not bankroll bank·roll n. 1. A roll of paper money. 2. Informal One's ready cash. tr.v. bank·rolled, bank·roll·ing, bank·rolls Informal the actual production of a film. Like plenty of famous actors and film executives before him, Fox feels commercial success allows him the chance to get artsy--all the way to the local art house cinema. "You look at the Academy Awards, most are given to independent projects," he maintained. "I enjoy working with the filmmakers in the creative process, and you get to do that more with independents." BY JOEL RUSSELL Staff Reporter |
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