July 4, 2004
Cell phones promoting movie blockbusters
Movie studios have been working with cell phone carriers to promote their new releases with ringers, games and screen savers, reports the Springfield News.
"The deals are often complicated arrangements that may include provisions for featuring the carrier's phones in the film or footage from the movie in the carrier's advertisements.
In one of the latest deals, Sprint paid Sony Pictures an undisclosed sum to offer a line of Spider-Man-themed goodies.
Sprint PCS customers shell out $1.50 to $2.50 for a ringer, $1 to $2 for a screen saver, and about $6 for a game.
Related stories on how movies have been promoted by mobile phones:
-- T-Mobile USA will begin offering exclusive content from King Arthur, which is scheduled to begin July 7, 2004. T-Mobile USA customers will be able to download select Disney Mobile ringers, graphics and games, including the new King Arthur game, as well as have access to free exclusive character voice ringers of Guinevere and King Arthur. [Moco News]
-- A children's movie called Tooth about a feisty tooth fairy was supported by an SMS text-and-win promotion at launch in April 2004.
-- Ringtones, games, green graphics and sound effects were available to Hulk fans on hulkmobile.com, launched the day of the movie's release.
-- In the summer of 2003, Legally Blonde 2 offered a variety of text-messaging content and services tied to the movie. Elle Woods fans could sign up for blonde jokes, trivia, movie information, and enter a sweepstakes by sending the message "LB2" to the short code "BLNDE."
-- In advance of the release of Lara Croft Tomb Raider: The Cradle of Life in July, 2003, AT&T Wireless launched a co-marketing program that gave its customers exclusive access to a variety of mobile content.
-- In 2003, In Mumbai a string of free SMSs were sent out to mobile users revealing the climax of soon to-be released films. It's not clear who sent them to generate a buzz.
-- In April 2003, Fox promoted Phone Booth movie thriller with an SMS campaign.
-- In April 2003, SMS alerts, quizzes and games were tied-in with the launch of French film Wanted, starring starring movie and song legends Gérard Depardieu, Renaud and Johnny Hallyday.
-- In 2002, British mobile marketing firm Flytxt created an innovative campaign prior to the launch in the UK of The Birthday Girl, starring Nicole Kidman as a Russian Internet bride. Participants were asked to reply to a personal ad from a sexy Russian woman or create their own ad, as per the theme of the movie.
-- Tied in with the launch of the movie in 2001, fans of Bridget Jones's Diary were able to commune with their heroine by text message. The text messaging service iincluded personality tests, an "Ask Bridget" service, Bridget Jones's Guide to Life and the expected discussion of dieting, dating, self-help and thigh circumference.
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