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Monday, July 18, 2005

Movie marketing via Bluetooth

From today's NY Times, a dispatch on an interesting marketing experiment that involves 20th Century Fox and Loews:

    This summer, moviegoers walking through theater lobbies in three cities might have felt a sudden vibration in their cellphones, the work of a nearby Bluetooth promotional kiosk.

    Last month, 20th Century Fox signed a deal with Loews Cineplex Entertainment to distribute movie trailers, ring tones and pictures through kiosks in three Loews theaters, in New York, Los Angeles and San Francisco.

    The promotional material can be picked up by anyone with a cellphone equipped to handle Bluetooth, a form of short-range wireless transmission.

It takes about 30 seconds to download a full-length trailer to your phone. The downloads, ringtones, and wallpaper are free. (Wallpaper of Brad Pitt from 'Mr. and Mrs. Smith" has been more popular than Angelina Jolie wallpaper, the Times reports.)

Only about 10 to 15 percent of cell phones are equipped to handle Bluetooth. But perhaps these people are what Seth Godin calls "sneezers", who like nothing more than recommending cool stuff to their friends.

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