Paramount Pictures has gone direct-to-consumer with a mobile portal offering movie-related content.
The US site is being powered by Crisp Wireless and will offer visitors the usual mobile content products along with the ability to buy tickets, take up promotional offers and opt in for alerts about Paramount Pictures' movie and DVD releases. Users can text 'Movies' to 33287 to access the site.The launch represents another milestone for the D2C market in the US, which has in the past been stifled by the reluctance of the carriers to open up to off-portal traffic and by the public aversion to text shortcodes, which offer the most direct form of access to such sites.
Sandi Isaacs, SVP of interactive and mobile for Paramount Digital Ent, said: "We are delivering a movie destination site that will enable users to learn about new releases, find theatres, purchase content, buy tickets and participate in promotions. Paramount Pictures will now have a direct-to-consumer relationship to deliver revenue generating content, innovative mobile campaigns, tailored promotions DVD/retail tie-ins and collaborative partnerships with technology and media partners."
Boris Fridman, CEO for Crisp Wireless, added: "Paramount has developed a unique blueprint for promoting movies to a mobile audience, and we are thrilled to help them deliver this user experience. We are truly excited about Paramount's innovative approach to the mobile medium. This is an ideal site for our mLogic Media platform as we are committed to providing our partners with the flexibility to continually enhance mobile strategies."
Paramount Digital Ent is a division of Paramount Pictures Corp, a unit of Viacom. Its increasing commitment to mobile reflects a general trend among the Hollywood giants. Sony Pictures, Disney, Fox, Universal and others all have well-established mobile divisions.
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