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Article: Fox Atomic brings new twists to conventional tactics.(V PLUS: NEW YORK COMIC CON)
- Article from:
- Daily Variety
- Article date:
- February 20, 2007
- Author:
CopyrightCOPYRIGHT 2007 Reed Business Information, Inc. (US). This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Fox Atomic doesn't just want to market movies--it wants to create entire worlds around those movies.
When the genre label launched last year as an upstart competitor to genre stalwarts like Sony Screen Gems and the Weinstein Co.'s Dimension, some critics scoffed.
Atomic said it wanted not only to retail films to fans but to create destinations audiences would flock to between and beyond movie releases.
That move flew in the face of conventional wisdom in the genre world, which dictates that fans will relate to characters like Jason, or brands like "Hostel," and not the studio behind them.
But Atomic is trying to live up to its promises ...