Candyspace in Made-for-mobile Trailer First

Full service mobile agency, Candyspace, has created what it claims is the first mobile-only version of a theatrical trailer for the release of  the movie, ‘The Nines’ which debuts in UK cinemas today.
Candyspace has created a version of the trailer running in UK cinemas, specifically cut to provide optimum viewing on mobile handsets. The trailer can be accessed on The Nines mobile portal where there are also competitions and exclusive content based on the film,
The film, distributed by Optimum Releasing, is the latest feature from John August (critically acclaimed writer of hit movie ‘Go’. It stars Ryan Reynolds and Hope Davis, and is a unique blend of science fiction, mystery and thriller, which finds the lives of three characters (all played by Reynolds) intersecting in bizarre and unexpected ways.
The mobile campaign is part of a wider marketing initiative, planned and bought by Target Media, and includes a two week residency on the O2 mobile portal to drive banner clickthrough.
“It is no longer enough to simply replicate content from other mediums for the mobile space,” says Candyspace International MD, Tom Thorne . “Those campaigns which succeed are the ones which specifically create content which reflects both the format and the way people interact with their phones.”
Optimum Pictures’ Hugh Spearing adds:
“Our objective is to make the content appealing enough to want to get people into the cinema. We already create different trailers for TV and cinema audiences so it made perfect sense for Candyspace to do the same for mobile handsets.”