Forget 3D, Hollywood Adopts 2D Barcodes

Thandie NewtonFilm Slated for Release in Theaters November 5, 2010; Augme Ad LifeTM Mobile Platform Positions LIONSGATE® as Marketing Leader by Enabling Consumers to Interact With Barcode Technology That Launches an Enriched Online Experience

Augme Technologies, Inc., a technology and services leader in interactive media marketing solutions that offers the only end-to-end mobile marketing platform, today announced that it has launched a mobile marketing campaign with LIONSGATE® for its upcoming universal-themed feature film, For Colored Girls. The picture, written for the screen and directed by Tyler Perry, is based on Ntozake Shange's Tony Award® winning play, "For Colored Girls Who Have Considered Suicide When The Rainbow Is Enuf," which takes the audience on a poetic exploration of what it is to be a woman of color. The film has a strong female ensemble cast, including Janet Jackson (TYLER PERRY'S WHY DID I GET MARRIED TOO?, POETIC JUSTICE); Loretta Devine (CRASH); Kimberly Elise (TYLER PERRY'S DIARY OF A MAD BLACK WOMAN, THE GREAT DEBATERS); Macy Gray (LACKAWANNA BLUES); Thandie Newton (CRASH); Phylicia Rashad ("The Cosby Show"); Anika Noni Rose (DREAMGIRLS); Tessa Thompson (MISSISSIPPI DAMNED); Kerry Washington (the upcoming NIGHT CATCHES US); and Whoopi Goldberg (THE COLOR PURPLE). Augme's AD LIFE™ mobile marketing platform will enable consumers to interact with movie posters and other marketing collateral to explore added online content, leading up to the film's expected November 5, 2010 release date.

"Audiences are constantly seeking additional information on the films that interest them," said David Apple, Chief Marketing Officer at Augme Technologies. "By working with Augme to create this mobile marketing campaign, LIONSGATE is placing that information and rich experience at the prospective audience's fingertips at the moment their interest is peaked."

QR codes, two-dimensional codes readable by smartphones, will be accessible on printed posters directing users to a full mobile site for the For Colored Girls movie trailer, a 'Living Portraits' gallery of the movie's powerful cast, a synopsis of the film, cast and crew information and a set text reminder for the movie's release date. Consumers can text 'COLORS' to 30333 or scan the 2D barcode featured on the posters, in order to experience the full For Colored Girls mobile site, in cities nationwide, including New York City, Los Angeles, Houston and Chicago. The unprecedented gallery of 'Living Portraits' photographed by Tim Palen, can be viewed on desktops at www.forcoloredgirlsgallery.com/.

"This is a profound and moving film whose characters will resonate deeply with the audience. Augme worked very closely with us to extend and enrich this relationship through 'Living Portraits,' and we are excited to work with them to provide the audience with this level of experience," said Danielle DePalma, VP, New Media, Theatrical Marketing, LIONSGATE.


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