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Fox Searchlight uses mobile to promote "Notorious" film release

Fox Searchlight's "Notorious" movie has launched a multichannel mobile campaign to promote the release of the film, which is based on the life of the rapper Christopher George Latore Wallace, popularly known as Biggie Smalls.

The Hyperfactory is the agency that handled the mobile initiative. The first part of the mobile initiative consists of a portal within the vSnax iPhone app, where users can view 15 second pre-roll ads meant to serve as trailers for the film.

"We started off talking to Fox Searchlight about how mobile is a great way to reach a mobile audience, a perfect component for a Notorious marketing campaign," said Liz Jones, vice president of entertainment and media at Hyperfactory, Los Angeles.

"They were excited to use mobile to get consumers to view trailers and to reach an urban audience," she said.

Notorious is the story of Christopher Wallace who, through raw talent and sheer determination, transforms himself from a Brooklyn street hustler to become the greatest rapper of all time, The Notorious B.I.G. This story charts his meteoric rise to fame and his refusal to succumb to expectation.

The campaign launched Dec. 22 and the movie opened in theaters Jan. 16.

The campaign revolved around driving traffic to the Notorious destination site to get people to watch the video.

The studio is running mobile banners within Pandora's iPhone application.

The application allows Fox Searchlight to target consumers ages 18-34 who listen to rap and hip-hop.

The banners encourage consumers to click-to-video to view a video trailer.

Every time a user scans the bar code the consumer receives a link to a trailer for the movie on YouTube.

"Fox Searchli8ght is looking to do something different, break out of the clutter," Ms. Jones said. "I think mobile is the best place for that right now because it offers a great chance at having a big share of voice.

"Mobile allows brands to reach a specific demographic," she said.

Also there are scanable 2D bar codes on movie posters throughout New York.