Predicting that it will one day replace movie posters in theaters, the Belgian theater chain Utopolis said today (Thursday) that a communications system has now been activated that will allow visitors with Bluetooth-equipped cell phones to download trailers of each of the movies playing in the theaters as well as previews of forthcoming films. In the future, the company said in a statement, moviegoers will also be able to access special promotions, including "coupons" for snacks in the concessions area. The free service, which uses a "proximity marketing" technology developed by another Belgian company, Alterwave, also reminds users to turn off their cell phones when they enter the theater.
It's nothing like the country vibe we were anticipating.
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