January 29, 2004

Pushing Releases -- The Fox Searchlight Blog

It's no secret that Fox Searchlight out-marketed all of the other Indie shingles last year (with Newmarket being the only real point of contention). From Bend it Like Beckham to 28 Days Later, they've proven that they can "open a picture and give it legs."

My intuition tells me that they have a highly methodical structure to keeping and maintaining press buzz, and my recent discovery of their Corporate Blog adds some credence to that.

Think about it -- how many times have you gone to a studio, film or other film site looking for press releases, only to find out that the last update was months ago? If you're media, are you really going to make an effort to make frequent visits?

With their blog, Fox Searchlight has turned the drudgery of mining for releases into a press-friendly pastime. And they update it SEVERAL TIMES A WEEK.

I have one small recommendation though -- they should really add an RSS feed so journalists can easily configure their feed readers.

The Fox Searchlight Blog