3G Movie Previews Kick off In UK

3 UK revealed that life is to become far easier for the movie fan with the announcement of an agreement with film content specialists MyMovies to deliver the very latest movie information to 3's customers, enabling them to find out about the films playing at their local multiplex.

The content, created and packaged by MyMovies, will provide 3 customers with access to a broad catalogue of specially formatted movie-related video content: from the Top 10 Cinema Box Office Charts (including unique reviews and previews of the latest films), to behind the scenes features and the very best in celebrity interviews. The content will be accessible from the main 3 homepage on the handset and will be updated weekly, enabling 3 customers to decide which film they want to watch before they arrive at the cinema.

Lisa Gernon, strategy and marketing director at 3 UK, said: "We know from our extensive consumer research that people love the convenience and excitement of movie-related video content on their handsets. We're delighted to work with MyMovies - the clear leaders in their field - in order to develop this groundbreaking service. 3's proposition means that consumers will now be able to use our digital mapping and location-based services to find a cinema close to their current location, then access content from MyMovies to choose which film they would like to see."

Stuart Dennis, Managing Director of MyMovies, said: "Our strategy is to continually harness and exploit new and emerging technologies to deliver the widest possible audience for the UK film industry. We've spent the last eighteen months developing and finessing this service for 3G technology. We can't wait for 3 to launch so that we can further promote the latest movies and make life simpler for the movie-loving consumer."

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