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Mforma dials in Marvel mobile content

Deal includes products tied to studio pics

HOLLYWOOD — Spidey is swinging to a cell phone near you.

Marvel Enterprises has become the first major media company to sign a worldwide multiyear deal for all its mobile publishing rights, partnering with Mforma Group to create games, ringtones and other content based on its stable of superheroes.

Deal includes products tied to studio pics based on Marvel characters, starting with the recently released “Blade: Trinity” and next year’s “Elektra” and “Fantastic Four.”

Mforma is creating Marvel Mobile, a wireless and online Web site where users can browse an array of content for their cell phones. Customers will have the option of paying a monthly subscription fee of several dollars for a package of Marvel content or buying ringtones or games a la carte.

Film focus

While Marvel Mobile won’t sell advertising, Mforma is planning to partner with studios to market movies based on Marvel characters in return for promotion of Marvel Mobile on posters, DVDs and other material.

“Today, the market and mobile technology has matured to the point that a deal of this magnitude is possible,” said Mforma CEO Daniel Kranzler. “We have spent the last year expanding and building our global distribution and production capabilities so that we can serve the needs of an entertainment powerhouse like Marvel.”

Mforma also is hoping the deal will help it connect with Marvel’s more than 300 licensing partners for cross-promotion opportunities.

Deal extends to the 39 nations where Mforma has deals with wireless carriers, except for Japan, one of the world’s biggest mobile markets, where Marvel has an existing partnership.

Financial terms and length of the deal were not disclosed.

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