Bluetooth Marketing in cinemas has not only already been done, but is also commonly referred as an example usage scenario in most of the proximity marketing manufacturers' websites. Still, it looks like there is always something that can be added to the mix.

GoldSpot Media and Solid Ground are running a bluetooth marketing campaign for the upcoming "Fast and Furious" film, scheduled for release today, April 3rd. From the press release:

Interactive trailers for this blockbuster movie are available for download free-of-charge to Bluetooth enabled mobile phones at select cinemas and other public locations throughout Germany. The interactive trailers offer the mobile viewer a one-click access to "Fast and Furious" sweepstakes contest and allows them to purchase movie tickets for upcoming screenings of the film in select cinema chains in Germany.

...

"GoldSpot Media's innovative mobile ad technology brings a whole new level of audience engagement to our trailer promotional marketing program and is expected to drive even more impulse ticket sales and brand engagement among our target audience," said Niels Oeft, Promotions Manager, Universal Pictures International Germany. "This is extremely beneficial to the entire mobile content ecosystem - from Universal, to the cinema distribution chains, down to the mobile payment solution providers."

It's great to see interactivity being added, and in this particular case it is indeed very suitable. The interactivity comes exactly at the point in time when needed - the point of opportunity for interaction with the consumer.

I mean think about it. Usually when people see a trailer, there is a pretty good chance they will form their first impression about the film. If that is positive, and they think the film interests them, what more natural than to offer them the opportunity there and then to buy tickets, or book seats?

There are still problems to be faced I believe. For example, I would be very interested to see whether consumers will feel comfortable about purchasing through their mobile phone, or at least using it to initiate the financial transaction -- or maybe a comparison of these two methods.

Also, an interesting bet is whether such promotions will keep appearing even if the first couple don't perform spectacularly well: by doing so, there is an opportunity to form a market and 'educate' consumers about the existence of the service. The users will come to feel more comfortable with the service, and might also come to expect it for upcoming releases.

Either way, it sounds like a very interesting campaign, and I'm pretty intrigued to have a look even at some rough, or general results, and I'm sure many of you would also. If someone out there knows/can share, please do so in the comments. :)