For the first time ever, mobile customers in the U.S. get the first look at a feature film trailer before it hits theaters or the web. Warner Independent Pictures will debut its trailer for A Scanner Darkly on Amp'd Mobile handsets beginning today.
The trailer premiere will give Amp'd Mobile subscribers an advanced look at this highly anticipated new film starring Keanu Reeves, Robert Downey Jr., Woody Harrelson, Winona Ryder and Rory Cochrane. A Scanner Darkly is set in suburban Orange County, California in a future where America has lost the war on drugs. When one reluctant undercover cop (Reeves) is ordered to start spying on his friends, he is launched on a paranoid journey into the absurd, where identities and loyalties are impossible to decode. It is a cautionary tale of drug use based on the novel by Philip K. Dick.
Found on the Amp'd Live deck as a stand-alone A Scanner Darkly entertainment channel, the full-length theatrical trailer will appear on Amp'd Mobile handsets through the film release July 7. As additional promotional mobile content is created for the film it will be added to the channel.
"The audience for films like this is technologically light years ahead of most," said Laura Kim, EVP of marketing and publicity at Warner Independent Pictures. "And if you know anything about 'A Scanner Darkly' and Philip K. Dick, who also wrote Blade Runner, this partnership is a really cool way to let people know about the film."
"We've made a commitment to deliver a wide range of exclusive, coveted entertainment video that's optimized for our broadband wireless service," said Seth Cummings, senior VP, content and Internet services. "We're thrilled to be building a relationship with Warner Independent Pictures. We know this film in particular will be intriguing to our members."
Releasing this summer, A Scanner Darkly was written for the screen and directed by Richard Linklater. Like a graphic novel come to life, the film uses live action photography overlaid with an advanced animation process (interpolated rotoscoping) to create a haunting, highly stylized vision of the future. The technology, first employed in Linklater's 2001 film Waking Life, has evolved to produce even more emotional impact and detail.