New Media Age (sub. req.) reports Sony Pictures is going to set-up a mobile site for every major film and DVD release. The fist m-site will be for the DVD release of Hitch (with Will Smith) and it will be promoted with offline (print & outdoor) and online ads. The movies debuting in theaters will instead try to engage consumers asking them to text a shortcode in order to receive the a WAP message to install the site on their phone. Minick is the technology provider for this massive mobile strategy. The Swiss company it’s particularly strong in the entertainment sector: it has also an agreement with Sony BMG to power multimedia downloads, and provides its services also to MTV Germany and Ministry of Sound. Minick has launched more than 60 mobile portals since the beginning of 2005.
Sony Pictures is building curiosity around its upcoming movie “The Cave” with a graphically advanced advergame. The site doesn’t say much about the movie, just challenges you to escape The Cave “before it’s too late”. The virtual Cave looks kind of scary, the environment delivers a good experience but the game itself isn’t very engaging. I looked for information about this movie but I haven’t found anything useful. It doesn’t look like the kind of film I’d like to see, but I was curious to understand Sony’s strategy behind its release, since non content is provided on the official site. [game via Fuel Games Blog]
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