×
You will be redirected back to your article in seconds

‘The Wolverine’ Helps Hype Digital HD at McDonald’s, on Xbox One

Fox takes its Digital HD brand to the masses with first fast food partnership and Xbox One launch support

Twentieth Century Fox is taking its campaign to promote Digital HD on the road. Through the drive-through, actually.

Under a a high-profile partnership among Fox, McDonald’s and Microsoft’s Xbox One, the studio’s “The Wolverine” will be the sole movie promoted as part of the fast food chain’s month-long “One Hot Holiday” instant win contest to take home the new videogame console.

The superhero pic, with Hugh Jackman again playing Marvel’s flawed clawed character, debuted on all major digital stores on Nov. 19, two weeks before the title became available on DVD and Blu-ray.

Hollywood’s major studios are now starting to back Digital HD as the brand name through which consumers can digitally purchase films for around $15 before they’re released through traditional retailers on disc. Fox has promoted Digital HD since “Prometheus” became available digitally three weeks before its disc release in September 2012. Studio sees such early releases as a way to encourage the sale of more films over rentals, especially as more consumers view movies on mobile devices.

This year, Fox has seen Digital HD movies boost sales by 200% to 400% over comparable titles last year.

Although specific sales figures were not provided, “The Wolverine” already is Fox’s top-selling Digital HD title ever, doubling sales for “A Good Day to Die Hard,” the studio said.

Yet until now, Digital HD has mostly been promoted through online ads and on digital stores.

Homevideo releases are rarely promoted at fast food chains. But in a first for a film promo, putting the Digital HD name in front of the millions of consumers who visit McDonald’s in a month should help build the brand and give it considerable exposure among an audience that may not necessarily buy movies through iTunes, Amazon, Xbox, Google’s Play or Target’s new Ticket stores on a regular basis.

The McDonald’s “One Hot Holiday” promo runs through Dec. 23, and is supported by national paid media, an in-store campaign, imagery on take-out bags and cups (see above), along with online and social media messaging that hypes “The Wolverine” as a prize — as a Digital HD title, of course. Fox will give away 500,000 copies of “The Wolverine” as part of the contest, as well as Digital HD episodes of its TV series “Enlisted,” “Raising Hope” and “Bones.”

“Our partnership with Xbox and McDonald’s highlights the growing trend of collecting movies on Digital HD, and ‘The Wolverine’ is the perfect movie to connect with Xbox this holiday season,” said Mary Daily, president and chief marketing officer of worldwide marketing for Twentieth Century Fox Home Entertainment.

SEE ALSO: Audi Digs Its Claws Into ‘The Wolverine’ With New Film Tie-In

McDonald’s isn’t the only place Fox is pushing “The Wolverine” on homevideo.

Fox also created a multi-touch experience for iPads that comes in the form of a 49-page digital book that provides a behind-the-scenes look at the making of “The Wolverine,” helmed by James Mangold. App launched Nov. 5.

A new “Wolverine: Unleashed” website launched Nov. 8 to reveal different parts of Wolverine’s body, personality and history.

The film also is getting promoted on the new Xbox One and PlayStation 4 interfaces, with “The Wolverine” the only film that Xbox helped hype during the launch of its Xbox One on Nov. 22.

The disc versions also feature a 4D experience through a Google Play or iTunes app that uses augmented reality technology to experience the film’s fight sequence on top of a train with different camera angles and take a selfie pic of themselves with Wolverine’s claws that can be posted on Facebook and Twitter.

Launch comes as studios typically sell a large number of homevideo titles during the holiday gift-giving season. This season, in particular, will prove whether the industry can induce more tablet, smartphone and smart TV owners to make more digital purchases, especially those who have recently picked up the next-generation videogame consoles from Microsoft and Sony.

More Digital

  • Missing Link Laika Studios

    ‘Missing Link’ Again Tops Studios’ TV Ad Spending

    In this week’s edition of the Variety Movie Commercial Tracker, powered by the TV ad measurement and attribution company iSpot.tv, Annapurna Pictures claims the top spot in spending for the second week in a row with “Missing Link.” Ads placed for the animated film had an estimated media value of $5.91 million through Sunday for [...]

  • Sirius Logo

    SiriusXM Unveils $8 Essential Plan for Consumers Without Cars

    SiriusXM wants to cater consumers without cars, or cars without compatible stereos, with a new $8 plan for mobile and in-home listening. Dubbed SiriusXM Essential, the plan offers access to 200+ channels featuring the network’s entire music programming, as well comedy, news and select sports channels. Consumers will be able to test the new plan [...]

  • Mueller Report Book Editions Top Amazon's

    Mueller Report Book Editions Shoot to Top of Best-Seller Lists at Amazon, Barnes & Noble

    Robert Mueller is now a best-selling author. Book publishers’ forthcoming editions of the special counsel’s report zoomed to the top of the Amazon’s and Barnes & Noble’s lists of book best-sellers Friday. That comes a day after the report was publicly released, culminating the nearly two-year investigation into Russian interference in the 2016 U.S. election [...]

  • Marques Brownlee - Retro Tech

    YouTube Orders Marques Brownlee 'Retro Tech' Original Series

    YouTube has turned to one of its homegrown stars — technology vlogger Marques Brownlee, aka “MKBHD” — for its newest original series. The video platform has greenlit series “Retro Tech” featuring Brownlee, in which he’ll unbox and review vintage technology products that have defined pop culture. The show, slated to debut in December 2019, follows [...]

  • Netflix Tests Random Episode Button in

    Netflix Starts Testing Random Episode Button

    Netflix is testing a button to play random episodes of select TV shows, the company confirmed Friday morning. “We are testing the ability for members to play a random episode from different TV series on the Android mobile app,” a Netflix spokesperson told Variety. “These tests typically vary in length of time and by region, [...]

  • Netflix Our Planet Sophie Darlington

    Netflix's 'Our Planet' Roars to Life With Work by Top Wildlife Cinematographers

    In terms of scope, production time and — very likely — budget, Netflix’s “Our Planet” is one of the most ambitious projects from the streaming service to date. Narrated by David Attenborough and made available worldwide on April 5, the goal of the eight-part series is to capture diverse habitats across the globe and highlight [...]

More From Our Brands

Access exclusive content