Marrying traditional and 'new'
media models

Alloy has partnered with BlueBlastMedia to send information from digital signage to mobile devices, reports MediaPost.

The new technology uses a Bluetooth connection to allow people to download content from ad signage to mobile devices. The system, which currently testing in New York City, is already in use by Paramount Pictures to promote its new flicks Hot Rod and The Heartbreak Kid.

Alloy plans to roll the technology out over its 2,000-screen out-of-home network.