Movies On Mobiles — Here At Last?

ROK has signed a deal with Granada Ventures to put ‘The Shawshank Redemption’ on mobile phones. The press release claims it is the first feature-length film to go mobile, which is open to discussion…when smartphones first came out you could watch movies on them, but they were full-size movies that had been reformated. The Shawshank Redemption will come out on memory cards, “Anyone with a memory card compatible handset is free to watch the full 142 minute movie whenever and wherever they are – even outside of mobile coverage areas.” Memory cards are a good way to get large content to a mobile phone without having to pay for data charges, and are also a good way to store large content so the phones memory isn’t used up.
The movie will be sold for £16.99 from Nokia stores and A quick internet search found the RRP for a DVD of The Shawshank Redemption is £19.99, so the mobile version is cheaper — but not by much. This sort of indicates that studios view the mobile as just another distribution platform, and plan to charge around the same price for the content. True, mobiles have the benefit of portability, but the screen is smaller and so is the experience, so is the price fair? I don’t think fair comes into it, it’s what the industry thinks people will pay…
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