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In a decidedly more intensive way of marketing via mobile, indie movie Rage has partnered with Babelgum to arrange a film premiere on handsets.
Babelgum will use its iPhone/iPod-ready mobile app to deploy one episode from the movie per day, starting September 21. The app costs nothing to download.
Rage is positioned as a behind-the-scenes glimpse into a New York fashion show. The series of interviews appear casually recorded by a fan with a mobile phone over a period of seven days. It debuted at the 2009 Berlin Film Festival and boasts names like includes Simon Abkarian, Steve Buscemi, Lily Cole, Judi Dench, Eddie Izzard, Jude Law, and John Leguizamo.
Coupled with her production team, director Sally Potter gushed, "We always wanted to incorporate new-media platforms into our release strategy and to find a novel approach to bringing 'Rage' to both new and traditional film audiences. We are delighted to be working with Babelgum, who we see as a true partner in crafting an innovative distribution model."
The multiplatform, episodic movie premiere will debut in the US, the UK, France, Italy, Germany and Spain, according to AdWeek. The DVDs will be available on September 22; Babelgum will also arrange an online release on September 28.
Justin.tv will broadcast the red carpet event and Q&A after the September 24 premiere. The broadcast will be commercial-free.
