The company claims it’s the first time a theatre production has featured mobile content specifically for its customers. And I don’t doubt it for a second. Specifically, that content, accessed via O2 Active, includes advanced ticket booking via a dedicated number, exclusive preview nights for O2 customers (as long as they turn their phones off), behind the scenes footage via mobile blogs and exclusive ringtones and screensavers.
The British and European premiere of The Lord of the Rings will take place at the Theatre Royal Drury Lane in London on 19th June 2007, following the previews from 9th May. According to Manjit Waters, Head of Mobile Portals at O2 UK: “We’re delighted deWynters have chosen O2 to bring this material from The Lord of the Rings to the public. Theatre has been much neglected by the mobile industry to date and we’re pleased to be able to help them reach new audiences. We’re enabling theatre to go mobile, extending all their assets to the mobile arena. This is a very exciting production and there’s plenty of material on O2 Active for our customers to choose from.”