Twentieth Century Fox pushes new Cameron Diaz film in AOL deal

by Susie Harwood, Revolution UK 27-Oct-05

LONDON - Twentieth Century Fox is targeting people on their mid-morning coffee breaks with an online campaign for its forthcoming film 'In Her Shoes', starring Cameron Diaz, Toni Colette and Shirley Maclaine.

The company has teamed up exclusively with AOL for the new "appointment style" promotion, which allows AOL members to view the first 25 minutes of the film.

It has been divided into five-minute clips, which are being shown at 11am every day for a week. It is also being archived for a limited period on AOL for users who come late to the series and is available on AOL.co.uk for other internet users.

"This bite-sized approach is a great way to give our members a relaxing break at their desks or at home, without eating into their busy day," David Gilbey, vice-president of content and services at AOL UK, said.

The film is also being heavily promoted across the AOL Broadband service all week, including a photo link on the AOL Welcome Screen and extra promotions across the film and women's channels.

'In Her Shoes', which is on general release from November 11, is directed by Curtis Hanson and tells the story of two different sisters with nothing in common but DNA and the same size feet.

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