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Warner Bros. delivers movies via mobile

Warner Bros. movies will now be available on HTC?s new Desire Android handset for T-Mobile USA customers.

Saffron Digital, a video delivery platform, will be creating a promotional movie service for HTC and T-Mobile. The movie service will feature a host of Warner Bros. movies.

?T-Mobile's Video On Demand service has really struck a chord with consumers,? said Shashi Fernando, CEO of Saffron Digital, London. ?When they?re out and about they can watch on the mobile device or they can resume on a PC for a larger screen for longer viewing times.

?They are able to access their film and TV anywhere, anytime, and this plays into T-Mobile's strategy of connecting the consumer wherever they are ? through mobile and at home,? he said. ?In this promotion with HTC and T-Mobile, HTC is able to differentiate its device and can offer T-Mobile an innovative tool to use in their partnership.

?For T-Mobile, the HTC promotion highlights the value of the VOD+ service on a new device with great video capability.?

Mobile movies
T-Mobile customers buying the HTC Desire in the first month will be granted access to two complimentary Warner Bros. movies from a list of eight titles, which include "Harry Potter And The Half-Blood Prince" and "The Hangover."

Space will be available on a 48-hour rental basis, playable on the HTC Desire or on a PC.
More Warner Bros. films will be added to the VOD service over the next few months.

Working in partnership with both HTC and T-Mobile, Saffron Digital has created and will host a mobile Internet site for T-Mobile customers who have bought the HTC Desire.

?In-store and poster promotions have displayed the mechanism by which customers can activate the service: T-Mobile users, having bought their HTC Desire, can simply text DESIRE to 3030,? Mr. Fernando said. ?This generates a message back with a link to the complimentary Warner Bros movie service.

?Customers who do not use the SMS to activate the promotion will automatically be targeted by SMS from T-Mobile ? again inviting them to link to the mobile Internet destination where the promotion is hosted,? he said.

Marketing film
Consumers will be directed to the site via an SMS campaign, with a call-to-action on in-store posters.

A follow-up email will also be sent to users that have activated their handset, but have not used the promotion.

The site will be linked to T-Mobile?s VOD site, also created and powered by Saffron, where a wide catalogue of films from Paramount Pictures and Warner Bros. are available for purchase.

?Mobile is an excellent mechanic for purchasing digital content, because customers can pay directly and securely on their phone bill,? Mr. Fernando said.

?The value of this particular VOD+ service is that it enables users to view their movies across mobile and PC: mobile while they?re on the move and on PC when they?re at home or they just want to switch to a bigger screen,? he said.