20th Century Fox’s “Deadpool” To Sponsor Commercial-Free Episodes Of “The X-Files” on FOX NOW

Starting January 25, each installment of the six-episode “The X-Files” event series will give viewers a choice to skip all commercial breaks by interacting with a branded experience from the highly anticipated 20th Century Fox and Marvel Entertainment movie.

NEW YORK--()--Here’s some great news for fans of “The X-Files” who “want to believe” in a better on-demand viewing experience: Thanks to a sponsorship from the forthcoming 20th Century Fox film “Deadpool,” viewers will be able to enjoy the hotly anticipated 6-episode reboot of FOX’s beloved science fiction show on FOX NOW without commercial interruptions. They will be offered a choice to interact with a 60-second “Deadpool” experience before an episode in order to opt-out of all additional commercial breaks that would normally air.

“This is an amazing fit for fans of ‘The X-Files,’”

The partnership, which will debut January 25th on FOX NOW, is a follow-up to a similar campaign that launched on FOX NOW last year with “MasterChef Jr.” Like that campaign, the “Deadpool” commercial-free viewing is powered by Fox Networks Group’s true[X], whose technology enables brands to create advertising experiences that are 100% viewable and 100% bot-free, in addition to letting them give consumers the power to reduce their ad load.

“This is an amazing fit for fans of ‘The X-Files,’” said Alex Van Camp, VP of West Coast sales at true[X]. “They’re likely excited for ‘Deadpool,’ too, and the interactive experience will get them even more pumped...while making it possible to eliminate commercial breaks in these new ‘X-Files’ episodes.”

The “Deadpool” ad unit shows a 30-second trailer for the film, which stars Ryan Reynolds and hits U.S. theaters on February 12. Viewers will then be invited to interact with a set of “playing cards” that feature background on each of the film’s main characters; after 30 seconds of interaction, they can move on to watch the full uninterrupted episode of “The X-Files,” or can choose to interact further or share the “Deadpool” content through social media channels.

“This is a spectacular and innovative approach to advertising that is becoming the new standard for delivering quality content to consumers in an on-demand world,” said Marc Weinstock, President of Domestic Theatrical Marketing, at 20th Century Fox. “We’re excited to be bringing ‘Deadpool’ to viewers of ‘The X-Files’ in this way.”

About 20th Century Fox

One of the world’s largest producers and distributors of motion pictures, 20th Century Fox Film produces, acquires and distributes motion pictures throughout the world on various platforms. These motion pictures are produced or acquired by the following creative divisions of 20th Century Fox Film: Twentieth Century Fox, Fox 2000 Pictures, Fox Searchlight Pictures, Fox International Productions, and Twentieth Century Fox Animation/Blue Sky Studios.

About true[X]

true[X] delivers effective advertising for on-demand, interactive media. We believe that ads should be enabling rather than interruptive, and have built the definitive engagement advertising system around our core product of true[ATTENTION], which delivers on the promise of “zero waste” advertising. true[X] provides the best advertising experience for consumers, the best monetization for premium publishers and the best return for brand advertisers.

Originally founded in 2007, true[X] pioneered the engagement-based ad model and is headquartered in Los Angeles and New York, with offices in Chicago, Atlanta, Detroit and Seattle. true[X] is an independently run subsidiary of 21st Century Fox. For more information, visit www.truex.com or follow us on Twitter @truex.


Caroline McCarthy, 646-650-2042 x 5512
VP Communications