Inside Move: Pix dial up cell phone biz for promos

Company's new product touted in 'Tomb Raider,' 'S.W.A.T'

After luring nearly every major automaker as promotional partners on their pics, Hollywood’s marketing mavens are now on speed dial with the major cell phone companies.

This summer, a number of major service providers and phone manufacturers are tag-teaming with the studios to rollout multimillion-dollar marketing campaigns tying their products to big pics.

Cingular Wireless and Sony Ericsson paired up to promote and equip Columbia’s spygirl sequel “Charlie’s Angels: Full Throttle.” The phone partners experienced strong product sales after associating with “Spider-Man” last summer.

Similarly, AT&T Wireless and Panasonic have pacted with Paramount’s “Lara Croft Tomb Raider: The Cradle of Life” to push the pair’s new camera-equipped phone and other goodies, including ringtones and other downloads.

Panasonic’s phone and other branded equipment are featured heavily in the Angelina Jolie actioner that raided theaters this weekend.

Meanwhile, Nextel and Motorola are rolling out ads to help hype Col’s “S.W.A.T.,” which bows Aug. 8. The ads feature the pic’s stars (including Colin Farrell, Samuel L. Jackson and L.L. Cool J) using the phones’ walkie-talkie feature to fight crime. Nextel is offering consumers an accessory-filled “S.W.A.T.” Action Pack.

How fitting for a movie whose tagline is “Even cops dial 911.”

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