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Fox Finds Digital HD Not Lost in Translation With Foreign Consumers

After launching Digital HD last year, studio has grown the brand overseas with Switzerland as its newest market

After launching its Digital HD brand in the United States as a brand to boost the sale of its homevideo titles, 20th Century Fox Home Entertainment is taking the idea on the road — namely, overseas.

Switzerland is the latest country to promote Digital HD after Fox introduced the concept to consumers in France, Germany, the United Kingdom and Australia. Altogether, the studio is selling movies on digital before they’re released on DVD or Blu-ray in over 100 territories.

“Life of Pi” was the first Digital HD title to launch in Switzerland on Apple’s iTunes, Microsoft’s Xbox and local distributor Swiss TV, followed by “Live Free or Die Hard,” “Epic” and “Percy Jackson: Sea of Monsters,” with Fox seeing an increase in sales with each title.

This week, Sunrise, the country’s second largest telecommunications provider, and HollyStar, started stepped up to back Digital HD with “The Croods,” and 100 other catalog titles, with “The Wolverine” to be released Nov. 18.

Sunrise is promoting Digital HD through its various platforms, as well as through a print, online and retail campaign.

“The studio’s Digital HD strategy is an aggressive response to the growing demands of Swiss fans who want the convenience, quality and most importantly immediacy to enjoy their favourite content anytime and anywhere,” said Timm Degenhardt, chief marketing officer, Sunrise.

SEE ALSO: Early Digital Releases Help DreamWorks Animation Sell More Movies on Homevideo

The move to foreign markets has helped Fox increase its Digital HD business 34% over last year. Digital transactions are also up by 50% in Switzerland, according to I.H.S. Research.

The studio is clearly going after the 215 million households with HDTVs and the 780 million with broadband connected devices.

Fox was first to introduce the Digital HD brand last year with the release of “Prometheus.” What’s helped is a $15 price point for films and the earlier release window, typically three to four weeks before the titles bow on disc.

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