Warner takes films to mobile phones

Under the deal, 21 Comms will develop a new wireless content portal, which will showcase Warner China's movies, beginning with launch of The Jade Warrior, a martial arts fantasy featuring Zhang Jingchu (from Peacock and Seven Swords), Tommi Eronen and Markku Peltola. The mobile site — believed to be the first of its kind in China — will offer consumers the chance to watch movie previews, download free wallpaper, ringtones and games to their phones. It will also include a discussion area, where fans can post comments to a bulletin board. "Because the films being produced and distributed by Warner China are aimed squarely at the hip, young demographic of technology-savvy consumers, we see the establishment of a mobile portal as a key component of our overall company launch and marketing strategy," said Ellen Eliasoph, director and vice president, Warner China. The mobile channel is expected to launch in the months leading up to the premier of The Jade Warrior, which is timed to hit screens in October or November of this year, with at least two further films planned.