What fascinates me about the new movie studio Fox Atomic (a venture of Rupert Murdoch’s News Corp., which also bought MySpace) is the way they are trying to connect with their audience in a broad variety of ways, reducing the risk and opening up for many inexpensive experiments. They are targeting 17- to 24-year-olds. They have transferred over Peter Rice (Napoleon Dynamite) to run the division. They are buidling a web site with a broad variety of content. They are publishing graphic novels. And you can expect them to use their web audience to find and test ideas for movies.

WSJ.com: Fox Atomic Aims to Be Web Crash Pad, 2006-Jul-19, by Kate Kelly

"The more someone feels that a film is for them, the more likely they are to go," says Jim Gianopulos, co-chairman of Fox Filmed Entertainment. "So Fox Atomic is designed, in a manner parallel to Searchlight, to find a different kind of specialized film, and market it in a specialized manner."