20th Century Fox | Principles & Practices

by Bria Holness

Photo courtesy of fanpop.com

Twentieth Century Fox Film Corp

10201 West Pico Boulevard,

Los Angeles, California 90035

www.foxmovies.com

A Brief History

Twentieth Century Fox Film Corporation, also known as 20th Century Fox, was established on May 31, 1935 when the founders of Fox Film Corporation and Twentieth Century Pictures decided to merge into one. It is now one of the major American film studios that produces, acquires, and distributes motion pictures. Based in Los Angeles, California, it operates as a subsidiary of Fox Entertainment Group Inc. and is responsible for some of the top grossing movies, including Avatar and Titanic. [1] [2]

Quick Financials

During the first quarter, which encompasses the months of January, February, and March, 20th Century Fox brought in a gross income of $256.9 million, a 13.7% decrease in comparison to the first quarter of 2012; however, this is also an 123.7% increase in comparison to 2011. [19]

Key Executives

Keith Rupert Murdoch

Photo courtesy of biography.com

Murdoch is the founder of News Corporation, in which 20th Century Fox is a subsidiary of, and has been its Chairman since 1991. Since 1992, Murdoch has been the Chairman of Fox Entertainment Group Inc. and its Chief Executive Officer since 1995. He operates as Chairman of the Board and Chief Executive Officer of Twentieth Century Fox Film Corporation. [2]

Eduardo Echeverria

Photo courtesy of variety.com

Echeverria is Senior Vice President of Latin America at Twentieth Century Fox Film Corporation and has served as so since 2001. [2] Echeverria manages the sales and marketing operations and theatrical distribution for all Fox Filmed Entertainment product in Latin America. [2]

Michael Peikoff

Since July 1, 2007, Peikoff has been Senior Vice President of Licensing and Merchandising of Twentieth Century Fox Film Corporation. His duties include managing internal and external communication for the licensing division and managing retail marketing and licensed promotion initiatives in the U.S. [2]

Robert Marick

Photo courtesy of licensing.biz

As Executive Vice President since July of 2010, Marick manages the global licensing of Fox’s television and film assets across different platforms including television promotions, interactive gaming, literary publishing, themed entertainment, and consumer products. [2]

Ricardo Crespo

Photo courtesy of centralpa.aiga.org

Crespo has served as Senior Vice President of Global Creative at Twentieth Century Fox Film Corporation since July 2010. [2] Prior to joining the 20th Century Fox team, Crespo held several leadership positions at Saatchi & Saatchi, Mattel Inc., Bozell Worldwide, and McCANN ERICKSON. [4]

In The News

Broken City

Photo courtesy of radionowindy.com

20th Century Fox Films released its first film of the year, Broken City, starring Mark Wahlberg, Russell Crowe, and Catherine Zeta Jones, on January 18th. The film told the story of a New York City cop, who one night gets involved in a scandalous shooting. He’s stripped of his badge but kept out of jail by the works of New York’s Mayor, who offers him a lump sum of money to investigate his wife. While doing so he finds himself in the middle of a much larger scandal as he realizes that the Mayor isn’t who he seems to be.

During its opening weekend, the film made about $9 million and $4 million the weekend after. With an estimated budget of $55 million, it has made an overall gross of $19,667,601 up to date. It has received mixed reviews ranging from being called a complete mess to being considered an entertaining thriller. Nonetheless, there seems to be a majority consensus—the cast and the numerous twists are great but can only keep the “weak” storyline going but so far, causing it to receive a B- from Entertainment Weekly. [5] [6]

20th Century Fox employed an interesting marketing strategy for the movie. Instead of featuring promotional quotes from legitimate movie critics, they chose to use tweets from the hashtag, #BrokenCity, in which basically anyone could be a critic.

Photo courtesy of cultureblues.com

The studio believed it was a way to be more personable and interactive and to get fans more excited for the upcoming film. However, the tactic raised many questions about the weight of movie critics’ opinions and whether or not they carry the same weight as the opinions of the fans. [7]

Wahlberg also held a special, early screening of the film as a fundraiser for the Mark Wahlberg Youth Foundation . He offered a chance to win tickets at Celebrities for Charity. [8]

A Good Day to Die Hard

Photo courtesy of movies.wikia.com

20th Century Fox released the fifth movie of the Die Hard franchise, A Good Day to Die Hard, starring Bruce Willis and Jai Courtney, on February 14^th. This is the first of the franchise to not be released during the blockbuster summer months and instead in the cold month of February. [9] The film tells the story of a cop, John McClane, who travels to Moscow to help his unruly son Jack, unaware that Jack is really a CIA agent attempting to stop a nuclear weapons robbery. Despite their differences, they are forced to work together to keep each other and the world safe. [5]

The film was produced for about $92 million. During its opening weekend, it made $24,834,845 domestically and $45,301,894 oversees, giving it the number one spot of films newly released that weekend. [10] However, this is over $70 million less than what the last movie of the Die Hard franchise made in the summer of 2007. With this comparison, it could be considered disappointing. [11]

Very unlike the previous films of the series, the film has been largely slated by various critics. Based on 40 “generally unfavorable” reviews, Metacritic has given the movie a 28 out of 100 and based on 184 reviews, Rotten Tomatoes has given it a score of 4 out of 10. On both sites, several reasons for such low scores have been cited but the majority seems to agree on a muddling plotline with too many holes and twists as the movie’s downfall. [12] [13]

The Croods

Photo courtesy of filmofilia.com

20th Century Fox teamed up with DreamWorks Animation for the first time in the production and release of The Croods, a prehistoric comedy for the family, starring Nicholas Cage, Ryan Reynolds, Emma Stone, and Catherine Keener. It officially premiered worldwide on March 22nd and brought in $43,639,736 during its opening weekend. [18]

The film follows the story of a caveman, Crug, who must lead his family across an unstable and dangerous landscape after an earthquake destroys their home. While doing so they come across a nomad who charms everyone but Crug with his revolutionary modern ways. [14] As of April 1st, with a budget of about $135 million, the film has made $93,893,394 domestically and $148,802,379 from foreign theaters, amounting to $242,695,773 worldwide. [18]

To build up anticipation of the release of the movie, DreamWorks made a deal with Rovio to create a mobile game based on The Croods, an impressive marketing strategy. In the game, the Croods, a family of cave men, find their way out of the Stone Age through the use of a new tool, the idea. They hunt and gather their way through new landscapes as they tame creatures they’ve never seen before.

Rovio released the game for Apple and Android devices on March 14, just about a week before the official release of the film. [15]

What’s Next for 20th Century Fox?

20th Century Fox plans to release another 3-D animated family film, Epic, which is based on the children’s book, The Leaf Men and the Brave Good Bugs. From the creators of Ice Age and Rio, Epic follows the story of a teenage girl, who finds herself magically transported into a secret universe. While there, she must team up with a group of capricious characters in order to save their world and her own from Queen Tara, the evil spider. [16]