LOS ANGELES (Hollywood Reporter) - Warner Independent Pictures became the first studio to premiere a movie trailer on U.S. mobile phones last week when the trailer for Richard Linklater's "A Scanner Darkly" was offered free to Amp'd Mobile customers.
The movie, based on a novel by Philip K. Dick, stars Keanu Reeves, Robert Downey Jr., Woody Harrelson, Winona Ryder and Rory Cochrane in a highly stylized suburban dystopia blighted by drugs and paranoia.
The full-length theatrical trailer appears on the Amp'd Mobile entertainment channel, where it will remain through the movie's July 7 release. WIP exec VP marketing and publicity Laura Kim said additional promotional content will be added to the channel during the coming weeks.
"The audience for films like this is technologically light years ahead of most," she said. "And if you know anything about 'A Scanner Darkly' and Philip K. Dick, who also wrote 'Blade Runner,' this partnership is a really cool way to let people know about the film."
Amp'd Mobile senior VP content and Internet services Seth Cummings said WIP approached him with the idea for the unique promotion and that he was "thrilled" to work with them because of their forward-looking approach when it comes to reaching audiences.
"We've made a commitment to deliver a wide range of exclusive, coveted entertainment video that's optimized for our broadband wireless service," he said. "We wouldn't take just any trailer, but we know this film in particular will be intriguing to our members."
Amp'd Mobile launched last month. The company describes itself as the only 3G carrier in the U.S. specifically targeting youth and young professionals, which it does by leveraging entertainment properties.
Its handsets come with built-in MP3 players, USB connections for transferring content from a PC, removable memory and full 3G capabilities.
Reuters/Hollywood Reporter
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