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Slumdog Millionaire, fresh off its best-picture Oscar, appears to be winning over consumers with an online campaign for the DVD and Blu-ray versions of the movie.
“We’ve seen really good conversion rates,” said Mark Levien, executive director of digital at Fox Home Entertainment (FHE), the video distribution arm of 20th Century Fox. “People have been clicking on the ads and then going to where they can buy it.” (Levien declined to give specific sales numbers.)
Ads from the campaign employed a quiz-theme format – mimicking the film’s plot, which was based on an Indian version of one of America's most popular quiz shows.
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