Col calls Web site for soft cell

'Net to promote 'Hanging Up'

Confirming Hollywood’s love affair with the cell phone, Columbia TriStar Interactive has fired up the first wireless film Web site to promote the Feb. 18 release of “Hanging Up.”

By logging onto the site, Mobil.SonyPictures.com, ‘Net-enabled cell phone users can listen to a full-length trailer for the pic (toplined by Meg Ryan, Diane Keaton and Lisa Kudrow) and check for local movie locations and times.

“Being that the phone culture is so much a part of the movie, it was a good avenue for us to expand upon the work we’re doing with cell phones,” said CTI veep and general manager Lynda Keeler. “We want to reach people not only when they are in front of their computer at work, but when they are out at dinner and trying to figure out which movie they want to see.”

CTI predicts that wireless phones will soon move beyond their current text-based capabilities into supporting color, graphics, animation and even video. “We see smart phones as a key new platform for our content,” said director of technology Tim Chambers.

Last January, CTI launched online programming for handheld computers, including PalmPilots and Windows CE devices.

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