20th Century Fox Taps Rightster to Manage International YouTube Channels

20th Century Fox has enlisted Rightster, a U.K.-based multiplatform network and content-marketing firm, to manage the studio’s 35 YouTube channels in 17 countries outside the U.S.

Under the deal, Rightster will manage the deployment of 20th Century Fox’s YouTube marketing strategy for the channels, including its worldwide marketing channel. Rightster also will provide audience development and will team with digital-native talent in specific regions for promos, as well as campaigns on a title-by-title basis for individual territories.

“Rightster offers the global footprint to help increase our international reach on YouTube through their expertise in channel management, audience development and influencer marketing campaigns,” Kieran Breen, 20th Century Fox president of international theatrical marketing, said in a statement.

Rightster CEO Patrick Walker said that the company has created several viral-marketing campaigns for Fox, including for the recent release of spy action movie “Kingsman: The Secret Service.” The new deal represents a two-year extension of its pact with the studio.

“This puts all our international teams directly in touch with the local Fox marketing team,” Walker said. “Having meaningful relationships with talent is very hard unless you have longstanding relationships in that space.”

The countries covered under the deal are: the U.K., Germany, France, Spain, Italy, Brazil, Latin America, Russia, Finland, Sweden, Norway, Denmark, Belgium, Netherlands, United Arab Emirates, South Africa and Turkey. Rightster is not managing Fox’s U.S. YouTube channels.

Rightster will manage Fox’s YouTube marketing over the lifecycle of each film, from theatrical release on down the chain to home entertainment and digital distribution, Walker said.

Last July, Rightster acquired YouTube multichannel network Base79 and Viral Spiral, a social-video distribution specialist. Rightster has about 200 employees in 12 offices worldwide. The company generates 1.5 billion views per month from about 75 million subscribers in aggregate. Rightster works across 7,000 publishing platforms, including YouTube, on behalf of about 2,000 content owners.

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