From Wednesday, June 3 subscription television subscribers will be able to watch The Curious Case of Benjamin Button directly in their lounge rooms, with the Oscar winning film premiering on FOXTEL Box Office at the same time as its release on DVD, Blu-ray and rental.
Starring Hollywood superstar Brad Pitt and Australia’s own Cate Blanchett, subscribers won’t have to leave home to order the film on the FOXTEL Box Office pay-per-view service.
The Curious Case of Benjamin Button, from Warner Bros, is the first title to be fast-tracked from cinema and be available “day and date” with its DVD release on the FOXTEL Box Office service.
FOXTEL Executive Director of Television and Marketing, Brian Walsh said, “This pioneering deal is a win-win for our subscribers who love movies and as winter creeps in won’t need to leave the comfort of their home to see this critically-acclaimed, blockbuster film.
“FOXTEL will support the day and date release of The Curious Case of Benjamin Button on FOXTEL Box Office with a witty, fully-integrated marketing campaign that aims to educate our viewers about this landmark change.”
The marketing will include an interactive outdoor multimedia application, metropolitan print, radio and billboard advertising, plus promotion on air.
Part of the campaign offers interactive billboards located in Martin Place and Pitt Street Mall in Sydney, and Flinders Street Station and Southern Cross Stations in Melbourne which entices consumers to “Press the Benjamin Button button” and shows them a series of promos for the Oscar-winning film.
Subscribers who order the film on FOXTEL Box Office will also automatically go into the draw to win a 50” High Definition flat-screen TV.
The Curious Case of Benjamin Button premieres Wednesday, June 3 on FOXTEL Box Office screening every 20 minutes for the first week, and on FOXTEL Box Office HD On Demand at anytime for FOXTEL iQ2 subscribers.
From June 3 the FOXTEL Box Office weekly schedule refreshes from its current Thursday start date to a Wednesday start date. This means new release films will now premiere on Wednesdays every week, starting with The Curious Case of Benjamin Button.