Tiny Pictures ices deal for "Blades" viral campaign

DreamWorks, Paramount Pictures and mobile software developer Tiny Pictures announced a promotion enabling users of Tiny's Radar video- and photo-sharing service to view real-time images from the upcoming feature comedy "Blades of Glory" on their wireless handsets, and instantly share that content with friends along with their own commentary. Radar subscribers can opt in to view "Blades of Glory" outtakes, clips, in-character interviews, production stills and related content; new content will be released daily until the film premieres on March 30.

"The reason we're excited to do this promotion for 'Blades of Glory' is that we have so much great viral video for this film," Paramount senior VP of interactive marketing said Amy Powell told The Hollywood Reporter. "For us, the ability to extend our viral videos beyond just the Internet to cell phones and other downloadable devices is really important. As fans view the content, they can comment on it, rate it and send it to their friends, extending our distribution arm in real time."

For more on the "Blades of Glory" mobile promotion:
- read this Hollywood Reporter article

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