Fox Home Entertainment and Pointroll Partner To Launch First-Ever Ad Campaign Featuring Personalized "Fear Photos" For Shutter DVD Launch

July 16, 2008 – 20th Century Fox Home Entertainment announced today that it has partnered with PointRoll, a wholly owned subsidiary of Gannett Co. Inc. and the leading provider of rich media technology solutions, to develop and launch a first-ever ad campaign featuring user-created "fear photos" for the July 15th release of the feature film Shutter on DVD and Blu-ray Disc. ThinkJam coordinated all campaign creative duties, while Moxie Interactive executed the media buying and planning.

In tune with the film's theme, Fox Home Entertainment worked with ThinkJam to develop a Web site that give consumers the tools to create, distribute and embed - on social networking profiles - Shutter "fear photos" of themselves, friends and family with ghostly images. After users create their photos, they are incorporated into a PointRoll-developed advertising unit and are served online through a variety of publishers, allowing the consumers to potentially see themselves in a Shutter DVD ad banner generating the most personalized advertising experience to promote the film's DVD release.

The highly immersive Shutter DVD experience starts online at www.shutterdvd.com, where users can get a quick tutorial on how to become a ghost hunter on the "Ghost Hunting 101" site. Users can pay homage to ghostly horror on the "Top Terrifying Supernatural Moments in Cinema" site, featuring commentary on the darkest, most frightening moments in cinema. The Shutter site's "Psycho Ex-Girlfriends" and "Payback with Horror" sections provide users with a historical perspective on how horror can and will happen.

"We set out to develop a new type of interactive social media campaign that engages consumers with personalized, attention-grabbing creative that makes our target audience the center of the actual advertisement," said Jonathan Tavss, Digital Marketing, Fox Home Entertainment. "I'm really proud of how our agency partners came together on our behalf to create and deliver a first-of-its-kind digital creative that truly captures the essence of the film. We anticipate the campaign will really grab people's attention and spread excitement around the launch of Shutter on DVD."

"We are committed to delivering highly personal campaigns that empower our brand advertising clients to deliver, track and manage the success of their creative," said Dea Lawrence, Vice President of Sales, Western Region, PointRoll. "Fox Home Entertainment really challenged us to create a new type of advertising unit that enables consumers to produce custom 'fear photos' that could then be served to them online within the actual Shutter DVD advertising campaign. The customized approach helps establish a one-to-one dialogue between the user and the ad, instead of the traditional one-way message from the ad to the user. And what was really exciting was being able to take Jonathan's (Fox Home Entertainment) idea and make it happen in a relatively short period of time."

From the executive producers of The Ring and The Grudge, Shutter tells the story of New York newlyweds Ben (Joshua Jackson; Bobby, "Dawson's Creek") and Jane (Rachael Taylor; Transformers), who are exposed to a chilling experience after a tragic accident is followed by a ghostly shadow appearing in their photos. Determined to expose Ben's past, this mysterious spirit image will stop at nothing in her quest to reveal his dark and disturbing secrets, immersing the characters in a dark world of "spirit photography."

Shutter is available as both an unrated and rated DVD. The Shutter Unrated DVD is packed with shocking uncut footage not shown in theaters plus a twisted alternate ending, multiple behind-the-scenes featurettes, deleted scenes and an exclusive first look at the horror film Mirrors starring Kiefer Sutherland. Shutter will also be available in high-definition format on Blu-ray Disc featuring all of the bonus material from the Unrated DVD and more.

About Twentieth Century Fox Home Entertainment
A recognized global industry leader, Twentieth Century Fox Home Entertainment LLC (TCFHE) is the worldwide marketing, sales and distribution company for all Fox film and television programming on VHS, DVD and Blu-ray Disc (BD) as well as acquisitions and original productions. The company also releases all products around the globe for MGM Home Entertainment. Each year TCFHE introduces hundreds of new and newly enhanced products, which it services to retail outlets -- from mass merchants and warehouse clubs to specialty stores and e-commerce -- throughout the world. Twentieth Century Fox Home Entertainment LLC is a subsidiary of Twentieth Century Fox Film Corporation, a News Corporation company.

About PointRoll
PointRoll, a wholly owned subsidiary of Gannett Co., Inc. (NYSE: GCI), offers a solution to the limited performance of standard banner ads by effectively bringing a mini-website to the user without requiring a click. PointRoll's superior rich media technology and service enable advertisers to connect with consumers by creating an interactive online environment that generates conversion. With interactive features such as streaming video, polling, instant email, data collection and more, marketers can easily create and deliver ads that build brand and drive sales. The result: great creative controlled by the user and improved ad effectiveness without the negative experience associated with intrusive technologies. Additionally, PointRoll delivers comprehensive, real-time reporting that definitively illustrates return on investment. For more information, please visit www.pointroll.com.