Japan chips dip into movie posters

Companies team to test NFC technology

TOKYO — Mobile communications giant SoftBank Mobile has partnered with NTT Data, Hitachi and smart chip maker Gemalto to test Near Field Communication (NFC) technology using pic posters — the first field trial of its type in Japan.

The test, which runs until Oct. 31 at a shopping mall in Chiba Prefecture, near Tokyo, uses chips embedded in posters to beam trailers, stills and other content of the pics “Wall-E” and “Tinker Bell” directly to NFC-installed cellphones.

Fans can also download an access code to view a hi-def trailer of “Wall-E” on NFC-ready Hitachi digital TV sets. 

Japanese pic posters already use such a code, but users first have to scan it in and visit a dedicated website to see trailers. The new NFC technology allows the users to view trailers and other content simply by holding their cellphone near the NFC chip on the poster.

More Digital

  • Redbox Begins Renting 4K Ultra HD

    Redbox Begins Renting 4K Ultra HD Movies for $2.50 per Day in Six Test Markets

    TOKYO — Mobile communications giant SoftBank Mobile has partnered with NTT Data, Hitachi and smart chip maker Gemalto to test Near Field Communication (NFC) technology using pic posters — the first field trial of its type in Japan. The test, which runs until Oct. 31 at a shopping mall in Chiba Prefecture, near Tokyo, uses chips […]

  • Netflix - living room

    Netflix, Hulu and Other Streaming Services Trounce Pay TV on Customer Satisfaction

    TOKYO — Mobile communications giant SoftBank Mobile has partnered with NTT Data, Hitachi and smart chip maker Gemalto to test Near Field Communication (NFC) technology using pic posters — the first field trial of its type in Japan. The test, which runs until Oct. 31 at a shopping mall in Chiba Prefecture, near Tokyo, uses chips […]

  • Netflix Signs Deal with Producer Kim

    Netflix Signs First-Look Deal With Producer Kim Magnusson for Nordic Movies (EXCLUSIVE)

    TOKYO — Mobile communications giant SoftBank Mobile has partnered with NTT Data, Hitachi and smart chip maker Gemalto to test Near Field Communication (NFC) technology using pic posters — the first field trial of its type in Japan. The test, which runs until Oct. 31 at a shopping mall in Chiba Prefecture, near Tokyo, uses chips […]

  • EMI Music Publishing logo

    Sony to Buy Additional 60% Stake in EMI Music Publishing for $2.3 Billion

    TOKYO — Mobile communications giant SoftBank Mobile has partnered with NTT Data, Hitachi and smart chip maker Gemalto to test Near Field Communication (NFC) technology using pic posters — the first field trial of its type in Japan. The test, which runs until Oct. 31 at a shopping mall in Chiba Prefecture, near Tokyo, uses chips […]

  • Solo: A Star Wars Story

    ‘Solo: A Star Wars Story’ Tops Studios’ TV Ad Spending

    TOKYO — Mobile communications giant SoftBank Mobile has partnered with NTT Data, Hitachi and smart chip maker Gemalto to test Near Field Communication (NFC) technology using pic posters — the first field trial of its type in Japan. The test, which runs until Oct. 31 at a shopping mall in Chiba Prefecture, near Tokyo, uses chips […]

  • Mark Zuckerberg Congressional Testimony Media

    How to Watch Facebook CEO Mark Zuckerberg's EU Testimony

    TOKYO — Mobile communications giant SoftBank Mobile has partnered with NTT Data, Hitachi and smart chip maker Gemalto to test Near Field Communication (NFC) technology using pic posters — the first field trial of its type in Japan. The test, which runs until Oct. 31 at a shopping mall in Chiba Prefecture, near Tokyo, uses chips […]

More From Our Brands

Access exclusive content