Bluetooth service comes to cinema

LONDON - Sister companies Primesight and Pearl & Dean have teamed up to create the Cinema Bluetooth service.

The new service, which will be available at Vue cinemas, will allow advertisers to provide consumers with relevant downloadable content direct to mobile.

Branded games, ringtones, video clips or music can be sold across either Primesight or Pearl & Dean and will be delivered remotely to each destination.

Primesight Bluetooth will be launched in 25 Vue cinemas nationwide and will eventually be rolled out at 56 Vue sites later this summer.

It will be able to cover a whole cinema foyer with only one or two base units.
Toyota has been named as the launch client, with the car manufacturer kicking off the new campaign for its Aygo Blue model later this month.

The activity, arranged through CHI and ZenithOptimedia, will allow cinemagoers to download two specially written music tracks throughout the month for free.

Rob Doel, head of innovations at Primesight, said that the new service would reach “a core youth audience who are mobile-savvy as well as potential brand champions”.

Primesight offers advertising on more than 450 six-sheet panels within a range of cinema chains, as well as offering opportunities for focused activity within cinema foyers.

Media Week 05-Jun-07