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Charlies Angels goes Full Throttle

17th June 03

T-Mobile today launches the first exclusive content from its partnership with Sony Pictures Mobile, a division of Sony Pictures Digital Networks – an exhilarating package of downloadable images, ringtones, an exciting Java game and video trailer, from the Columbia TriStar motion picture, “Charlie’s Angels: Full Throttle”.

Content from the movie, which stars Cameron Diaz, Drew Barrymore and Lucy Liu, is further evidence that T-Mobile is joining forces with the biggest brands in entertainment, in order to provide cutting-edge mobile multimedia content via t-zones.

A range of exclusive images are now available through Downloads and t-movies, including logos, wallpapers and pictures. An exciting, full-colour arcade Java game, “Charlie’s Angles – Road Cyclone” is also available on selected handsets through t-zones.

Customers can download monophonic and polyphonic ringtones, including the movie’s title track, “Feel Good Time” by Pink, as well as the theme from the classic “Charlie’s Angels” TV series.

The activity will be supported by a major advertising campaign in five of T-Mobile’s European markets – the UK, Germany, Austria, the Czech Republic and the Netherlands. The campaign promotes t-zones and develops the “What will you start?” theme, seen in T-Mobile’s advertising since April.

Nikesh Arora, chief marketing officer, T-Mobile, commented: ”The Charlie’s Angels campaign demonstrates yet again that T-Mobile is converting big-name partnerships – in this case with Sony Pictures Mobile - into exciting, exclusive content for its customers. 

“This partnership, like our current sponsorship of The Rolling Stones European Licks Tour, is putting t-zones at the cutting-edge of mobile multimedia services. Working alongside the biggest names in entertainment will enable T-Mobile to deliver its target of a 20% data revenue contribution by the end of 2004. “

Sony Ericsson is also supporting the “Angels” activity exclusively with T-Mobile, with some exciting promotions around the T610 handset running in T-Mobile stores during June. The T610 handset features in “Charlie’s Angels: Full Throttle”, where it is used to send an image via t-zones.

Arora concluded: “Stimulating usage of t-zones is our key objective this summer. Already we are seeing signs that the marketplace is gaining momentum, currently averaging over a million downloads per month from t-zones.

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