'MADE FOR MOBILE' MOVIES GET SPONSORSHIP FROM ROAMWARE

Digital Content

A project to develop short films specifically for viewing on a cellphone has won the sponsorship of Roamware, a global leader in mobile roaming technology.

Roamware will finance the short film project being staged by Sundance Film Festival and the GSM Association, which have commissioned five "made for mobile" movies from independent film makers. The GSM Association hopes the five films will eventually enjoy a larger audience via cellphones than any other form of cinematic entertainment has achieved so far.

The films will debut at the 3GSM World Congress in Barcelona in February, the world's largest annual cellphone event, and will be available for downloading to cellphones in a variety of ways.

"We're honoured to be part of the Sundance Institute's exciting vision of how artistic short films can gain a greater audience through the mobile phone," said Roamware CEO Bobby Srinivasan.

He believes the distribution of films will become an everyday part of the cellphone experience. "When you then add the ability to share all the related content about the film such as reviews, user commentaries, music and messaging during a phone call, you've created a unique and powerful experience for that movie audience," Srinivasan said. Roamware sells multimedia roaming services to about 250 cellular networks in 100 countries, including Vodafone, a 50% shareholder in SA's Vodacom.

Business Day