The promotion will run at eight U.K. Vue Cinemas from July 22nd-August 31, 2005.This special promotional content will be available at The West End, Star City (Birmingham), Edinburgh Omni, Cardiff, Portsmouth, Cribbs Causeway, York and Cambridge theatres. Twentieth Century Fox will feature two of its summer blockbuster films, the highly anticipated remake of Marvel Comics' "Fantastic Four," and "The Perfect Catch" starring Drew Barrymore and Jimmy Fallon.
The in-theatre content download displays, which will be located in the lobby areas of the cinemas, will alert consumers with Bluetooth-enabled mobile devices that they can download the upcoming trailers and wallpapers from the two movies. Downloading content is extremely fast - it takes less than 30 seconds to download a full-length movie trailer - and by using the localised Bluetooth connection there is no extra fee from the phone's service carrier. The stations work with a wide range of mobile devices from all major handset manufacturers.
This promotion coincides with a similar program currently running in the U.S, where Twentieth Century Fox is working in concert with Loews Theatres to offer moviegoers trailers, ring tones and wallpapers to promote some of the hottest summer films at selected theaters in New York, Los Angeles and San Francisco.
"We're pleased to offer customers the most advanced and innovative ways to download content from these two major movie releases to their mobile phones, extending the moviegoing experience" said Rachel Hook, Local Marketing Executive for Vue Cinemas. "Twentieth Century Fox is a leader in movie marketing and promotion, and we look forward to a similarly successful program in the U.K."
Added Chris Green, Trade Marketing Manager at Twentieth Century Fox UK, "Mobile marketing is an exciting and effective channel to attract and build consumer loyalty. We love the idea that the cinemagoer can download trailers and related content for our upcoming films. Hopefully this new kind of in-cinema marketing will enable us to amplify our prerelease marketing reach."
WideRay's on-location hardware, called the Jack Service Point, is a caching server for local-area wireless applications. The technology allows end users with Bluetooth or infrared-enabled mobile devices to access digital content and applications on location. The Jacks have built-in connectivity to leverage a global wireless network for remote management, and support a wide range of mobile devices running on all major mobile operating systems, including Windows Mobile, Palm, Symbian, UIQ and many gaming devices.
"We're extremely pleased that Twentieth Century Fox and Vue Cinemas, two of the largest names in entertainment in the U.K., have chosen WideRay's on-location wireless distribution solution to bring mobile content to their customers," said Grant Wakelin, chief executive officer of WideRay. "We're confident that this trial will be a huge success among the target audiences for these summer movies, propelling Fox/Vue to the forefront of this new and exciting consumer awareness model." For more information about visit www.wideray.com
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