20th Century Fox International has agreed a deal with Nokia, the mobile communications company, to promote the international release of Tim Burton's Planet Of The Apes. The deal will offer owners of Nokia mobile phones in Germany, the UK and Italy unique screensavers and film logos on their phones via the Club Nokia website.
Customers will be able to download more than 20 different characters and images from the sci-fi movie as well as picture messages and animated screensavers. The site will also hold a competition to win exclusive Nokia 3330 'ape warrior' mobile phones. The promotion will reach Nokia users through newspaper and magazine advertisements inviting them to "prepare themselves and join the rebellion".
Ilkka Raiskinen, vice president, applications and services, Nokia Mobile Phones, said of the deal, "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."
Sarah Meltzer, executive director of international promotions at Fox suggests this may be the start of a new trend, "We hope to use this promotion as a stepping stone to larger initiatives on future feature films".
Apes, which stars Mark Wahlberg and, under heavy simian make-up, Tim Roth and Helena Bonham Carter, will be released first in the UK, on August 17, of the three territories concerned. Germany follows on August 30 and then Italy on September 14.