Hannibal on Your Mobile Anyone?

Momentum Pictures has appointed full-service mobile agency Candyspace to create and build a mobile portal to support the launch of the movie, Hannibal Rising on DVD on 25 June.
The film explores the development of cinemas most celebrated serial killer by journeying back to Dr Hannibal Lecters formative years. The portal will offer exclusive mobile content created by Candyspace from images, interviews and deleted scenes from the hit movie.
To do Hannibal Lecter justice on a handset involved some of the most inventive content weve created, says Candyspace MD, Tom Thorne. The portal needed to reflect the fact that this was a DVD launch and achieve a similar movie-like quality. By making the portal feel like an extension of the interactive menu, Lecter fans get a real flavour of what they can expect from the DVD.
The portal includes Hannibal Rising mobile screensavers, wallpaper, and alerts, and offers fans the chance to download clips of interviews and deleted scenes taken from the DVD direct to their mobile phones.
The mobile campaign is part of a major marketing initiative, planned and bought by Target Media, encompassing TV, outdoor and print ads, all of which will include information to drive mobile phone users to the portal. Candyspace will also be implementing an outbound SMS push to all registered users on the day of release.
In my experience this is a truly unique piece of marketing says Adam Eldrett, Product Manager at Momentum Pictures. Releasing Hannibal Rising on DVD has been about maintaining the roots of the franchise but also seeking out a new, younger audience. The portal offers a truly engaging mechanic to do just that.
Separately, Candyspace has been appointed by publishing giant Harper Collins to work on a mobile marketing project for The Fifth Estate, the online literary forum for writers, editors and readers.