Movie and television giant Lionsgate Home Entertainment is letting owners of the "Crank 2: High Voltage" Blu-Ray disc access ringtones and mobile wallpapers related to the film.

Myxer?s expanded mobile content delivery platform is powering Lionsgate Live, a Blu-Ray Disc Live (BD Live)-based menu system that delivers updateable content such as commentaries, games, ringtones, wallpapers and trailers via a series of on-screen notifications and widgets. Using a remote control to preview and select mobile content on their TV screens, users can click to send items to their mobile phones.

?The strategy behind the partnership is to develop stronger connections between film audiences and mobile consumers, and the mobile content available through this interactive channel gives consumers a way to take memories of the film with them wherever they go,? said Steve Spiro, vice president of marketing at Myxer, Deerfield Beach, FL.

?It represents much more than simply extending the reach of film content, to actually enhancing the relationship with fans of the Crank film series and other Lionsgate properties,? he said.

Lionsgate is a studio specializing in the production and distribution of motion pictures, television programming, home entertainment, family entertainment, video-on-demand and digitally delivered content.

Myxer is an ad-supported mobile entertainment site with more than 25 million users, 65 million-plus mobile downloads a month and a catalog of more than 2 million ringtones, wallpapers, videos and games.

For content providers, advertisers and consumers, Myxer?s mobile platform enables delivery of content, customized Web-to-mobile ad campaigns and mobile marketing services to reach the site?s audience.

Myxer.com users are primarliy between the ages of 13-34, however Crank 2 is rated R, which means the target audience for this DVD content will be slightly older, more so within the 17-34 range.

Through partnerships like this one with Myxer, Lionsgate is aiming to provide consumers with added-value elements that enhance their satisfaction with products such as Crank 2: High Voltage for Blu-Ray.

There are three different Crank 2 wallpapers from which consumers can choose.

The mobile content is highlighted on the Blu-Ray main menu so all purchasers will have the opportunity to download the content.  Additionally, there is a separate profile on Myxer.com.

Myxer claims that its platform works across all carriers and reaches roughly 90 percent of all consumer handsets, so as long as the consumer's data plan supports downloading this content, almost anyone should be able to access it through the Crank 2 Blu-Ray disc.

This is not Lionsgate?s first foray into mobile.

To promote Frank Miller's film "The Spirit," Lionsgate launched an iPhone application letting consumers project themselves photo-realistically into the digital realm.

The film studio tapped media technology company Big Stage Entertainment Inc. to develop The Spirit iPhone application (see story).

Myxer teamed up with Lionsgate for the DVD/Blu-Ray release of The Spirit. 

?For Lionsgate, they are interested in being able to deliver great content and at the same time connect with fans in the ways they prefer to be reached,? Mr. Spiro said. ?Myxer is helping them to do this in a powerful new way with Blu-Ray.?