For the release of Japanese singer-songwriter JuJu’s song “Sunao Ni Naretara” (wish I could be true to myself), record label Sony wanted to target women in their teens and twenties. Recognising that most people in Japan download music and music videos via mobile, Sony wanted to use the medium in as creative a way as possible.
Sony created a brand new type of mobile movie, a “Pair Movie”. This is a mobile movie that can be enjoyed with friends by placing two mobile phones next to each other. Half of the movie is shown on one screen and half on the other screen. Two people visit a mobile site and download one half of the movie (either the left of the right), then must sit together to watch the movie. JuJu’s music video for the song was divided up into 5 episodes and was made available for free from www.sonymusic.co.jp/drama/juju. Visitors to the site could either take a picture of a QR code to get the series on their mobile or download directly from the mobile site.
As a result the Pair Movie was played 320,000 times in the first month. The total number of downloads is now 2,200,000 and still growing. More than 150,000 copies of the song were sold and the song Sunao Ni Naretara became JuJu’s biggest hit.For the release of Japanese singer-songwriter JuJu’s song “Sunao Ni Naretara” (wish I could be true to myself), record label Sony wanted to target women in their teens and twenties. Recognising that most people in Japan download music and music videos via mobile, Sony wanted to use the medium in as creative a way as possible.
Sony created a brand new type of mobile movie, a “Pair Movie”. This is a mobile movie that can be enjoyed with friends by placing two mobile phones next to each other. Half of the movie is shown on one screen and half on the other screen. Two people visit a mobile site and download one half of the movie (either the left of the right), then must sit together to watch the movie. JuJu’s music video for the song was divided up into 5 episodes and was made available for free from www.sonymusic.co.jp/drama/juju. Visitors to the site could either take a picture of a QR code to get the series on their mobile or download directly from the mobile site.
As a result the Pair Movie was played 320,000 times in the first month. The total number of downloads is now 2,200,000 and still growing. More than 150,000 copies of the song were sold and the song Sunao Ni Naretara became JuJu’s biggest hit.
Stretching 60 metres across and featuring blue halo lighting, sculptured front-lit lettering 2.5 metres tall and a variety of 2D cut-out cha...
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