Nokia and Twentieth Century Fox International (Fox), a fully owned subsidiary of News Corporation, have entered into a deal to promote the international release of Fox's highly anticipated event film, Planet of the Apes. The agreement announced today offers Nokia owners in Germany, Italy and the United Kingdom unique screensavers and logos of the film on their mobile phones via the Club Nokia website. Starcut, a Finnish-based mobile entertainment company, has been involved in the deal as an industry-specific aggregator.
The promotion will reach consumers through a print campaign in newspapers and magazines inviting them to "prepare themselves and join the rebellion" by logging onto the Club Nokia website. By downloading more than 20 different, high-quality characters and distinctive graphical images from Planet of the Apes in the form of SMS and WAP logos, picture messages and animated screensavers, Nokia phone owners can enhance and share their movie-going experience. A competition will also be held on the website with unique prize packages related to the film, including exclusive Nokia 3330 ape warrior mobile phones.
"We are pleased to provide our customers world-famous, copyright-protected and terminal-specific entertainment content that will expand the mobile experience to cover new areas in everyday life," said Ilkka Raiskinen, Vice President, Applications and Services, Nokia Mobile Phones. "As Nokia's first major cross-media campaign with the film industry, this deal represents an important milestone by offering new opportunities for the film industry to promote Hollywood entertainment. Nokia and Fox are both highly recognized brands in their industries, and by working together we can bring the best quality of content and user experience to the consumers."
"Planet of the Apes is a worldwide cultural phenomenon and we are delighted to work with Nokia in offering film-related messages to mobile phone users. Their technology provides us a unique means to deliver appealing content to a wide movie-going population. We hope to use this promotion as a stepping stone to larger initiatives on future feature films," said Sarah Meltzer, Executive Director of International Promotions at Fox.
Thanks to its visual richness and the reputation of the original film, Planet of the Apes is an ideal focus for the rapidly increasing demand for mobile entertainment services. The film begins with the premise of Pierre Boulle's classic science fiction novel: A pilot crash lands on a strange planet and finds himself in a brutal, primal place where apes are in charge and humans scavenge for subsistence, hunted and enslaved by tyrannical primates. Visionary filmmaker Tim Burton (Batman, Beetlejuice, Edward Scissorhands, Sleepy Hollow) has taken Boulle's basic idea and built upon it a uniquely envisioned journey to an incredible upside-down world.
In its opening weekend Planet of the Apes tallied a staggering $68.5 million in the US and after several record-breaking debuts in Latin America last weekend, the film has reached an eye-popping $26,040,709 in 16 countries. The film takes the classic premise of humans being enslaved by apes and adds director Tim Burton's unique personal vision and style to break new ground in story, design, make-up and visual effects. The film opens in Germany on August 30th; in Italy on September 14th; and in the UK on August 17th. Nokia phone users will be able to access to the Planet of the Apes content about two weeks prior to the film's opening in each country.
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