Foxtel on Oxford to by-pass Upfronts
Foxtel to revamp a Sydney cinema site for marketing & presentations.
- Published by David Knox
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- Filed under Subscription
Sales arm Multi Channel Network in collaboration with Foxtel, has announced it is abolishing its traditional annual “UpFront” season in favour of a new, interactive, year-long program of events at a new space in Paddington.
“Foxtel on Oxford” will seek to better connect advertisers, agencies and subscribers at the former Academy Twin cinema site at 1-11 Oxford Street.
The site will host a full program of content previews, technology demonstrations, and interactive workshops for advertising industry professionals, plus regular business and programming updates from MCN over the next 12-18 months. It will also connect Foxtel programming with subscribers through experiential activations and other special events.
The site has a 250 seat state of the art cinema, and will house meetings, presentations, screenings and performances.
Foxtel CEO, Patrick Delany, said: “Foxtel on Oxford is a unique and exciting new concept for the Foxtel business. We have created a physical representation of the Foxtel brand to unite and delight all of our valued customers – from viewers to advertisers alike. Foxtel constantly strives to bring home Australia’s valued entertainment, and this new space will feature a program of events that brings to life our vast portfolio of sports, lifestyle and entertainment content for our community in new and exciting ways. Foxtel is the only entertainment and streaming company to boast its very own cinema and entertainment hub.”
MCN CEO, Mark Frain, added: “Our constantly changing media landscape has shown us that we need to provide a deeper, richer ongoing conversation with both our agency and advertiser partners. As a result, we began looking at how we could adjust our approach to be more agile and reflect our clients’ day-to-day needs. We believe the answer is an “always-on” and personalised strategy, and so we are delighted to be launching Foxtel on Oxford as the new home of Australian advertising innovation.
“Our marketing program over the next 12-18 months will be an extension of the MCN advertising model; mass communication through targeted specialism, welcoming core groups of advertisers whether they be category based or genre based. This targeted approach will mean we can offer highly relevant information that helps advertisers deliver better advertising outcomes.”
It will open in July.