UK Cinema Chains to Promote New Releases via Wireless

According to Media Week, UK Cinema chains UCI and Odeon will being giving away a "digital entertainment pack" with every movie ticket sold. The pack will give consumers access to movie content via WAP:

Duncan Cheadle, sales director of Urban Mobile, said: “We're beta testing a new service where customers will be sent a message containing a video preview of a new film, from which they can visit the WAP site.

“Demand for mobile entertainment is set to explode over the next two years and UCI and Odeon recognised that here is a great opportunity to market to customers, with information they want in a format they want it.”

With the next generation of video-enabled phones on the way, users will soon be craving content - we should be getting a blizzard of announcements like these over the next 18 months. The implications for movie marketers is clear -- video previews and trailers will be a popular entertainment choice for mobile video consumers.

[Via Media Week]