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.