How Twentieth Century Fox drives attentive reach

Explores how the Twentieth Century Fox film studio drove ‘attentive reach’ by incorporating elements of storytelling into its online promotional activity for a new release.

The movie business is about a lot more than what appears on screen. Movies take months - years in some cases - to shoot, but a lot of work gets done beforehand in matters such as arranging finance, locations and assembling crew and cast. And what happens...