FX Unspools Movie Package

Network looking to capitalize on its biggest blockbusters

Though best known for its edgy original series,
FX’s primetime is fueled by movies. In this year’s
upfront, the network is looking to capitalize on
its biggest blockbusters in a big way.

At its upfront event this week, FX plans to
announce what it’s calling “Premiere Ticket,” a
package of six top box-office winners that will
be sold to a limited number of advertisers with
category exclusivity. The movies in the package
will include Avatar, Star Trek, Transformers 2,
Twilight, The Proposal and 2012, all of which will
have their broadcast-window premiere on FX.

“We want to turn these films into television
events,” says Bruce Lefkowitz, senior VP for ad
sales at Fox Cable Entertainment Networks.

FX sells movies based on their cumulative audience
over six primetime airings in the course
of a week. The network says Iron Man drew 14
million viewers in the 18-to-49 demo. “That’s
real reach and real scale,” says Lefkowitz.

The rest of FX’s upcoming movies—including
Monsters vs. Aliens, Ice Age 3, Alvin and the
, Dear John, X-Men Origins: Wolverine
and The Taking of Pelham 1-2-3—should
continue to draw substantial ratings.

In addition to its on-air viewership, the “Premiere
Ticket” package will be heavily promoted
and will include non-digital elements that could
feature movie memorabilia sweepstakes, online
games and social media engagement.

Movies, along with reruns of Two and a Half
, have helped put FX on pace to have its
biggest year ever in terms of C3 ratings. So far
in 2011, FX ranks second in adults 18-to-49 C3
delivery among entertainment networks, up
28% from last year.

FX will also unveil new primetime series to join
such popular shows as Rescue Me, Sons of Anarchy
and It’s Always Sunny in Philadelphia.