20th Century Fox Promoting Digital Initiative With Ad Push Across ESPN Platforms

Luring sports fans is the “first objective in 20th Century Fox's big marketing push for its new Digital HD initiative,” according to Rachel Abrams of DAILY VARIETY. Ads for "Prometheus," the “first pic offered in the new earlier home entertainment window, will take over much of ESPN's home page, mobile app and tablet Tuesday as the title becomes available for download.” As part of the campaign, ESPN will “feature a short HD video ad for 'Prometheus' on its homepage.” ESPN also will “feature ads on its tablet homepage and its mobile app, ScoreCenter.” "Prometheus" marks ESPN's “first HD video advertisement for a film, and the ad takes up more of the screen than any video campaign the company has done before.” FoxSports.com also will “feature a number of ad takeovers” (VARIETY.com, 9/17).