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Bluetooth Marketing Stripped Down – What is Bluetooth?
Over the last few weeks, we’ve concentrated on Bluetooth marketing and it’s rise to fame within a companies marketing mix. In this blog, we’d like to take a step back and look at Bluetooth. To understand the technicalities of Bluetooth and it’s useage.
Bluetooth, is a type of wireless protocol that utilizes a communications technology that is short range. Bluetooth facilitates the transmission of data over short distances from mobile devices, especially mobile phones. This creates wireless area networks sometimes referred to as PANs (Personal Area Networks).
Therein lies an important intention that led to the development of Bluetooth, the creation of a wireless protocol that would ultimately be able to connect multiple wireless devices and thus overcome the shortcomings that did arise from the synchronization of wireless devices.
Bluetooth makes good use of a modern radio technology known as frequency hopping over spread spectrum. It transmits chunks of data that is being sent in a chopped up form on up to more than 75 distinct frequencies. In the most basic form, Bluetooth and its modulation is a shift keying mode of Gaussian Frequency which is made in a way that it could even reach a 1 Mb/s gross rate in terms of data processing.
Bluetooth offers a perfect way of information exchange and connection over such devices as mobile phones, laptops, printers, telephones, digital cameras, GPS receivers, video game consoles and personal computers. This is done over a short range bandwidth (2.4 GHz) via radio frequency, which is globally unlicensed.
Bluetooth has its specifications packaged, developed and harmonised amidst being licensed by Interest Groups in the line of its operation. These Interest groups consist of various companies in the business of computing, telecommunication, networking and even consumer electronics.
The Bluetooth Advertising Superhighway
Advertising has come a long way from the poster in the window antics of the mom-and-pop days, and with technology improving as rapidly as it does, reaching the customer has become easier, faster and cheaper (good for you). The low-tech means have all but given way to the new era of tools to increase product knowledge, and there’s no reason why you can’t make use of some of it. More than ever the focus on engaging the customer and with some of these ideas, you’re sure to turn a couple heads.
A good avenue to try out is advertising through bluetooth applications. From phones to laptops, it’s used frequently everyday, so why can’t you use it for your exposure needs? With bluetooth marketing you can send video files, audio and more without any of the hustle and bustle of online marketing. Plus, you get to tap into the benefits of “word of mouth” because the consumer can share the content with anyone else using P2P.
There are many other inventive ways to get word out with little or no cost to you; remember to go against the grain and try new things because guerilla marketing isn’t dead.
Source: http://www.yorefoundation.com
Bluetooth Marketing and Bluetooth in India
Reading through the quarterly Bluetooth SIG Magazine I came across a couple of interesting articles, but I’ll discuss my views on each separately. There is an article summing up the use of bluetooth proximity marketing in India today, which I thought I had to share with you:
Stroll around Bangalore’s swanky The Forum Mall with your Bluetooth enabled phone in discoverable mode, and you’ll soon begin receiving promotional messages from the stores in the mall, one of 12 across India that have deployed Bluetooth enabled servers to reach out to customers in a personalized way.If multinational brands such as Levi’s, adidas and Pepsi, among others, are experimenting with Bluetooth technology to get closer to their customers, so too is the Bangalore Traffic Police. Officers now carry handsets that communicate with a central information server to instantly recall a traffic offender’s past record; a Bluetooth enabled printer can issue tickets on the spot. Other applications are quickly catching on. For instance, Bangalore-based Motvik Technologies launched wwigo (Webcam Wherever I Go) in June 2008. The solution, pronounced “vigo,” turns a Bluetooth enabled camera phone into a mobile, wireless webcam. And Phoneytunes, a mobile services company, has deployed Bluetooth enabled kiosks at 38 Sony Ericsson retail outlets across the country to allow users to download ringtones, wallpapers and songs.It is pretty impressive to see that the bluetooth technology is becoming so widely used and adopted throughout all of India, across different sectors, such that it has also been adopted by the traffic police. But this is a natural side-effect of the growing number of bluetooth-enabled mobile phones, and Bluetooth SIG figures come to back this up:
Among Indian consumers, Bluetooth enabled wireless headsets are becoming increasingly popular, thanks to lower prices and surging sales of mobile handsets. An estimated 7 million to 8 million mobile phones – 70 percent of which are Bluetooth enabled – are sold each month in India, which has a subscriber base of 250 million.
Finally, the article reports, bluetooth is also widely used in the automotive and health industries:
The Indian automotive market represents an exciting growth area, with more middle-class Indians buying cars today – even more than one per household – to accommodate the needs of working couples. While Bluetooth technology’s main automotive applications are hands-free calling and “infotainment” devices, it won’t be long before we see vehicle safety, navigation, tracking, telematics and control, according to Anant Koppar, chairman and CEO of KTwo Technology Solutions. In another market segment, the scarcity of medical facilities and doctors in densely-populated India is expected to encourage the use of Bluetooth enabled medical, health and fitness devices. For instance, a wearable Bluetooth enabled heart monitor that can send text messages to local hospitals has been successfully tested at the Sathyabama University in Tamil Nadu. India sounds like a very promising market for bluetooth proximity marketing so I am sure we are bound to hear more about new proximity marketing campaigns there. I look forward to it!
Nike Offers Interactive Bluetooth Marketing Campaigns
Nike has always been quick to embrace new technologies and marketing approaches, and its marketing campaigns (tv, print, web, mobile, you-name-it) are always something to remember. And that’s one of the reasons why it’s such a big brand!
A couple of highlights that quickly spring to mind, include:
- the bluetooth marketing campaign they were running (at least) in Nike Town, London in 2006, where people were invited to turn on bluetooth on their mobile phones in order to receive videos and other promotional multimedia content,
- the NIKEiD campaign in 2007, that allowed the public to design their own trainers, with their photo, shoe and a line written by them, appearing in near-real-time in NikeTown, on the NIKEiD website and on cube installations on the streets of London. The NIKEiD street cubes also provided studio appointments via Bluetooth, in order to reach a wider audience.
Recently Nike also launched the Nike Goal iPhone application, which is a free app that offers live score updates for the Italian league, and statistics for Nike players who have scored goals, information on the football boot worn by the scorer, which boots have scored the most goals, etc. Cool!
This might not be the most useful app ever, but I know people who would (and do) pay to get a live score service on their mobile phone, and now they can get that for free! A great mobile marketing example from Nike, who offer a useful service to drive adoption of the application by mobile users, bundled with their marketing message.
It’s great to see new and interesting mobile marketing campaigns from Nike. It’s these companies that, with their adoption of the mobile marketing approach, drive the market, leading us to hope for a more promising (mobile-marketing-wise) 2009.
Source: http://www.mobile-marketing-blog.net/
Increasing popularity of Bluetooth Marketing
In the world of rapid changing technology, continuously we are bombarded by names such as Bluetooth, wi-fi and TIVO. Technology has become so advance that people only need to press the button for changing the channel and use the technology of Bluetooth and infrared to transform the data.
So are you looking for creative, cost effective methods to distribute rich media content? Here is the solution for you, Bluetooth marketing is an amazing system that uses wireless Bluetooth technology to target your audience at near proximity to your establishment with direct response message. Bluetooth is the latest and hottest cost effective technology which allows you to exchange data without wasting your money. You can send any sort of data via Bluetooth including images, audio-video, animated images, etc. It can be enable on the Bluetooth handheld devices like mobile, laptops, etc. The formula work when the Bluetooth enabled devices are relatively close between the distance of 12 meters to virtually any public and private spaces that are equipped with a Bluetooth transmitter or server.
There are lots of advantages of Bluetooth marketing and some of them are listed below:- you can deliver message content on any mobiles and PDA’s quickly. You don’t need to pay any transmission cost, not even by your target audience.- Price are fixed whether you send your communication via Bluetooth to 10 to 10,000 customers.- Animated images (animated GIF files), still images like JPEG wall papers, vCal (calendar event files), Audio (as WAV, MP3, MP4, RMF or ringtone files), video (as real media, 3GP or MP4 files).
Benefits include:
1. Free message delivery and 2. 24×7x365 data – exchange or deliver the Bluetooth service is enable throughout the day and the whole. Information delivery with little operator intervention required. Source: www.articlesnatch.comIn-Stadium Bluetooth Proximity Marketing
What is Bluetooth Proximity Marketing?
Bluetooth Proximity Marketing is the means of pushing free content to phones or Bluetooth devices within a defined geographical location, called a “Zone.” 70% of the 900 million phones sold each year are Bluetooth enabled creating a huge market for this form of mobile marketing.
Zones cover a 100 meter radius per device, any phone or Bluetooth device (which is discoverable) entering the Zone will receive a request to download media (pictures, adverts, video, music etc) if the request is declined or ignored the Zone will not re-contact that phone, if the request is accepted the content is downloaded for free. A log of each transaction is reported from the Huetouch product in each Zone
Unlike cellular marketing such as SMS, MMS or WAP, Bluetooth is free to deliver and does not require personal information such as a mobile telephone number for the technology to work.
The Bluetooth Handset Market
The number of mobile handsets in circulation world wide is staggering (over 261m subscribers in the US and 74m in the UK alone). Though many emerging countries demand low cost, limited functionality handsets the developed world is purchasing new handsets with rich functionality at an incredible rate.
The annual number of new mobile phones shipped, which were Bluetooth-enabled surpassed the 500 million unit mark for the first time in 2007 and According to the IMS Research report, “The Worldwide Market for Bluetooth”, global Bluetooth attachment rates for mobile phones are at 46.7% in 2007, up from 40% in 2006. This figure includes regional attach rates for the Americas, EMEA and Asia at 46.4%, 51.2% and 42.7%, respectively. Notably high, the percentage of mobile phones with Bluetooth technology in North America and Western Europe has reached over 60% and 70% respectively for the first time ever.
Benefits of Proximity Marketing
Given the rapid growth in Mobile Marketing and Bluetooth adoption, Bluetooth Proximity
Marketing has many benefits:
• It is free for handset owners to receive downloads.
• It is quicker to download than MMS and other cellular solutions.
• It does not require the use of Cell / Mobile networks – thus incurs no transactional costs.
• It is standards based and legal (it operates in the unlicensed, 2.4 GHz ISM band).
• It is measurable and can show clear Return on Investment (RoI) for Mobile campaigns.
• It can be targeted to a specific location, group or event at any time.
• It is low cost, requiring only capital outlay from transmitters and software.
• It does not capture mobile numbers or access data on handsets thus is secure.
• It offers opt-in and opt-out of messages as part of the standard.
Bluetooth Stadium Applications
In Stadium Bluetooth Marketing can be used to provide spectators with team multimedia content. Team sheets, ticket offers, videos and announcements. Sport clubs can also capatilize on unutilized sponsor potential in including new media providing advertisements such as cinema releases, music offerings and local events.
For more details on Stadiums and Bluetooth Marketing visit www.stadiummanager.com
Source: http://themobileexpert.blogspot.com
Bluetooth Marketing move to spread litter message
The messages will be sent via Bluetooth using special pods located around the harbourside.
The trial scheme aims to stop party-goers dropping cigarette buts and take-away food containers.
The pods can detect a Bluetooth enabled mobile phones up to 100 meters away and will send out one of three anti-litter messages.
Torbay mayor Nick Bye welcomed the use of new technology.
He said: “Getting the anti-litter message across to people who are out enjoying themselves is a challenge for the council, which is why we are delighted to be trialing such technology in Torbay.
“The Bluetooth pods are an environmentally friendly and modern way of communicating with people.
“We would encourage anyone out and about in Torbay this Saturday night to activate their Bluetooth system and judge for themselves.”
Each Bluetooth pod can identify between 21 and 56 Bluetooth devices such as phones and laptops every 40 seconds.
The pods can then issue promotional information such as special offers, vouchers and advertisements to each device.
Each pod sends a message asking for Bluetooth users to agree or decline receiving the advertisement before it is delivered. If users decline, the advert will not be delivered. If they agree it will.
He said: “Getting the anti-litter message across to people who are out enjoying themselves is a challenge for the council, which is why we are delighted to be trialing such technology in Torbay.Successful Bluetooth Marketing Campaigns – Case Studies from India
Bluetooth marketing is one of the many innovative ways of marketing on a mobile phone today and bluetooth technology is at present the current choice for campaigning and marketing. Bluetooth marketing, which is also known as Proximity advertising has become really popular with many brands and advertisers as way to get in touch with prospective or existent customers. By definition proximity marketing is “the localized wireless distribution of advertising content associated with a particular place. Transmissions can be received by individuals in that location that wish to receive them and have the necessary equipment to do so.” So if a user owns a cell phone and it’s in the proximity of a marketing program that is “on air“, he/she would be able to receive the content or advertisement.
In this series of innovative “Campaigns Watch”, we present to you a few successful bluetooth marketing campaigns that took place at various events in India. With its huge and ever growing mobile population, India surely presents a great opportunity to innovative mobile marketing and advertising technologies.
All these bluetooth marketing campaigns delivered rich mobile content, context based advertisements and location based services directly to user’s mobile at ‘zero’ cost to consumers.
Case Studies
ICICI BANK
Location: All ICICI bank locations
Period: May 2008
Objective: Distribution of mobile banking application
Solution: Bluetooth kiosks were installed in ICICI ATMs and ICICI banks.Customers who walked into bank outlets were asked to turn on Bluetooth for downloading ICICI banking applications.Applications were delivered based on the mobile phone model being used by the customers.This application requires GPRS connection for its operations. Delivering a link would ensure that only users with GPRS connection could download the same.Users were educated about the application using the webpage.
Results:
ragathi Maidan,Delhi
Period:12th – 15th December 2007
Objective:
- 1000+ downloads at each outlet & 10000+ downaloads over all outlets
- Increase in the use of this application
- Was held between 25th to 27th March 2008 at Renaissance Hotel, Mumbai
- Asia’s Biggest Convention on the Business of Entertainment with more than 2500 delegates from over 22 Countries
- Who’s Who from Indian Media and Entertain Industry had participated
- Participation by Global Media & Entertainment conglomerates
- The event location was converted into a Bluetooth zone.
- A Mobile event brochure with co-branding from BLACKBERRY was delivered to the delegates. A separate page was dedicated to blackberry in the brochure mentioning about blackberry and its products.
- The event updates were delivered in the form of Magic Moments to the delegates also carrying the logo of BLACKBERRY.
- Maximum Brand Recall for the college and the brands which were associated with us.
- 2500+ downloads
- Virgin Mobile in association with Channel V celebrated the launch of their mobile phone at, MMRDA Grounds, Mumbai.
- The who’s who from the entertainment industry and Media were invited.
- Convert the event venue as the Bluetooth zone.
- Enhance the user experience by delivering the information about the event.
- Deliver the Virgin Mobile ring tones to delegates mobile.
- Deliver the Videos of the TV ads of Virgin Mobile
- Deliver video files from Channel V.
- The event location was converted into a Bluetooth zone.
- The ring tones and videos were delivered
- Maximum Brand Recall for the Virgin mobiles
- 1000+ downloads
- Information management for the entire event.
- Improved mode of interaction between the delegates and the organizers.
- The Ground Floor of the Grand Hyatt, Mumbai was converted into a Bluetooth zone.
- The solution deployed, provided information at the fingertips of the participants of the event.
- Event schedule was pushed to users mobile
- A Networking tool was pushed and was activated at the event. Using this tool the delegates could network with each other and exchange their contacts. Also they could share their thoughts by sending instant messages to them.
- Reminders for the upcoming sessions were sent to the users through Bluetooth and SMS.
- Maximum Brand Recall for organizers
- Enhanced event experience and an improved mode of interaction at the event
- 1000+ downloads
- 7500+ interactions
- Information management for the entire event.
- Improved mode of interaction between the delegates and the organizers.
- The solution deployed, provided information at the fingertips of the participants of the event.
- Information about the Session Schedule, Profile of the Speakers, Topics in the Seminar, were delivered to the delegate’s mobile phones.
- Web based Management console was implemented for queries during the Q&A session.
- Solution was supported by SMS and Bluetooth options for communication.
- Information access was made easier in the event.
- Enhanced event experience and an improved mode of interaction at the event.
- Improved interface for interaction was used in the seminars during Q&A sessions
ragathi Maidan,Delhi
Period:12th – 15th December 2007
Objective:
- Information management for the entire event.
- Provision for a medium to the stall owners to reach to the people in the event.
- Improved mode of interaction between the stall owners and the visitors.
- The entire event was converted into a Bluetooth zone.
- Information about the Session Schedule, were delivered to the delegate’s mobile phones.
- The stall owners sent the information of their stall and their products to the user’s mobile using our medium.
- Maximum Brand Recall for organizers
- 5000+ downloads
- Increase in the foot fall for the stalls who had used our solution.
Source: http://mobile2mobility.com
Bluetooth Marketing – On track to an affluent audience
The challenge for advertisers is not how to target the increasingly large and already captive upmarket commuter audience, but how to reach it in new and more innovative ways, writes Isabella Piasecka.
Rail travel has jumped 40% in the past 10 years and is set to expand another 40% over the next decade, according to the Government’s latest National Travel Survey. That may be bad news for commuters – unless capacity expands to meet the extra demand – but for advertisers it means access to an increasingly large and otherwise elusive audience.
Three out of four rail passengers are ABC1 – in other words educated, upmarket and affluent. Titan Outdoor head of insight Joe Hall explains: “Rail is one of the few places left where you’ve got a concentration of ABC1s. Unlike newspapers and TV, we’re happy with media fragmentation.”
London remains a commuter hub, with 42% of the capital’s workforce using rail as their main mode of transport. But the rising costs of running a car, as well as the increase of long-haul services, mean there is less of a South East bias in passenger profiles. CBS Outdoor commercial director Jason Cotterrell says: “Three things that have boosted the appeal of rail travel are mounting fuel costs, more reliable services and a reluctance for downtime.”
A recent report by CBS, in conjunction with The Future Foundation, pronounced that “car time is dead”. The survey of 1,813 adults found that trains and the Tube/Metro are the most productive forms of travel, with 47% of people texting and 30% making mobile phone calls. Not only are numbers growing, but passengers actively welcome advertising, according to new research from Titan, conducted by independent research agency Other Lines of Enquiry.
Titan found that the average dwell time at train stations is seven minutes, rising to 22 minutes at terminal stations. And, unlike other forms of traditional media, outdoor advertising is non-interruptive – 75% of passengers surveyed said they preferred stations with poster advertising.
Eager to tap into a relaxed and receptive audience, advertisers are using ever more innovative ways to engage with potential customers. In January, Kinetic developed a multi-format campaign to promote the cinema release of Sweeney Todd, with commuters at Liverpool Street and Victoria stations offered a free wet shave at stands made up to look like traditional Victorian barber shops.
This summer, the agency oversaw “total rail domination” at 16 Network Rail stations across the UK to promote Vodafone’s mobile internet service, with advertising on banners, billboards and ticket barriers, as well as Titan’s Transvision screens. Meanwhile, a Vodafone mobile internet cafe toured stations, providing passengers with interactive areas.
Upmarket targets
Kinetic account director Luke Willbourn, who worked on both campaigns, explains that experiential advertising ticks all the right boxes; most importantly, it allows advertisers to interact with passengers and immerse them in a brand.
On-train advertising is also thriving. KBH Transport Media, which holds the exclusive advertising rights to 40,000 traincard panels across 10 London train operators, including South West Trains and Stansted Express, identifies its audience as 83% ABC1.
Passengers’ average personal income is 30% higher than the average across London and the South East, and the audience spends on average three hours 30 minutes a week exposed to onboard advertising.
When Swiftcover, the online insurance division of AXA Global, ran a 10,000 panel campaign in October last year, 15% of passengers spontaneously recalled seeing advertising for an insurance company, 72% of whom mentioned the brand by name.
CBS Outdoor’s Cotterrell says the challenge for advertisers is not to work out how to target passengers – a large and captive audience already exists – but to reach out to that audience in new ways, for example with more and better digital formats and advertising direct to mobile phones and laptops.
The contractor recently teamed up with Stirling Council to launch a Bluetooth download campaign around Stirling station’s poster sites, making it the first Scottish station to “talk” to passengers about leisure and shopping opportunities in the city.
EMI also turned to Bluetooth technology earlier this year to promote Coldplay’s X&Y album on six of Titan’s 18 Transvision screens across London. In two weeks, 15% of passengers identified as having Bluetooth phones – 13,000 people – requested free download material, making it the world’s largest known Bluecast.
Finally, as more and more people visit the retail units at major rail stations, advertisers are waking up to the benefits of targeting impulse shoppers as well as regular commuters.
According to research commissioned by Network Rail, the total footfall at Liverpool Street station is 141 million, which is five times more than that of Bluewater shopping centre in Kent.
With passenger numbers soaring, the opportunities for targeted, point-of-sale advertising can only go the same way.
Digital developments: new formats to reach rail users
Digital sites
- Titan Outdoor is rolling out 106 digital six-sheets across major London stations, including Waterloo, Victoria and Liverpool Street, in a £2m expansion of its UK rail estate. The new sites, known as D6s, use 65-inch high-definition screens that can be clearly seen from all angles. They can be remotely managed and have Bluetooth capabilities to allow advertisers to interact with nearby customers via their mobile phones. The roll-out is due to be completed by the end of October
Wi-fi/mobile
- All GNER trains running from London to Scotland via Newcastle, Leeds and York are equipped with a wi-fi network. Access is free in first class, while standard passengers can use it on a pay-as-you-go basis
- National Express East Coast introduced free wi-fi access for all passengers in December. In June, it launched a free wi-fi network covering most of York station, which is used by more than 10 million passengers per year
- Southern Railway offers wi-fi on select Brighton Express trains through T-Mobile. Eighteen stations along the London to Brighton route are wi-fi-enabled, including Clapham Junction, East Croydon and Gatwick Airport
- The Cloud, Britain’s largest wi-fi network, offers paid wireless internet services at numerous train stations, including Reading and Slough
- All 17 Network Rail-managed stations, including Waterloo and Paddington, are wi-fi-enabled. The main hotspot providers are O2, BT Openzone and T-Mobile
- Heathrow Express offers an on-board wi-fi network, developed by T-Mobile and Nomad Digital, along the entire route, which includes a 6km tunnel
Eurostar: key travellers
After an £800m restoration and extension programme, St Pancras International reopened in November 2007 as the new home of Eurostar, as well as the terminal for High Speed 1, the UK’s first high-speed railway.
Titan Outdoor, which won the six-year advertising contract for St Pancras in August 2007, forecasts the site will deliver an audience of 44 million commuters by 2010, nearly nine million of whom are expected to use the station for retail purposes only. According to Titan, one in four passengers will be young, single and with cosmopolitan tastes, while 16% will have an appetite for luxury products.
Eurostar carries more passengers between London and Paris than all the airlines put together, 18% of whom are senior or director level, according to JCDecaux Airports.
Capitalising on 82,000 square feet of retail space, as well as Europe’s longest champagne bar, Titan has developed a number of key outdoor sites. St Pancras boasts one of Titan’s signature Transvision screens, six-sheets in 10 different locations and 11 24-inch plasma screens at visitor information points, which are in high footfall areas.
Meanwhile, CBS Outdoor manages advertising on 50 branded ticket gateways at the entrance to Kings Cross St Pancras Tube station, offering footfall of more than three million every fortnight.
Advertisers have been eager to make the most of the new sites. In December last year, IBM launched a two-month campaign to target Eurostar business travellers by sponsoring all available panels at St Pancras, including on the upper concourse and at the departure level entrance to the London Underground. Meanwhile, Fortis Bank wrapped a whole train on the Calais to Brussels route.
St Pancras is also keen to push its credentials as a hub for time-poor business travellers. Since August, passengers and visitors to the terminal have benefited from a free wi-fi network covering all station areas and platforms, managed by network provider City Space.
Source: http://www.brandrepublic.com
Palisades Center IMAX theater to try selling tickets via Bluetooth Marketing
Can a movie sell out 12 weeks in advance?
That’s the question Warner Bros. and IMAX will begin to answer this weekend as they run a high-tech experiment at the IMAX Theater at Palisades Center.
Patrons can go to the large-format theater and, using the Bluetooth connection on their cell phones, download an exclusive 30-second clip from the upcoming graphic novel adaptation “Watchmen,” which will be released March 6.
At the end of the clip, patrons will then be directed to a Web site that gives them a VIP opportunity to buy tickets to the first public showing of the film at 12:01 a.m. March 6.
“We’ll be the only theater in the United States selling tickets for the midnight show,” said theater director John Jarvie. “We get a crack at it because we’re one of the top four IMAXes in the country.”
Jarvie admitted IMAX is treating this “proximity marketing” as an experiment, but he thinks that timing it with “The Day the Earth Stood Still” should hit the same demographic that will be excited for “Watchmen.”
“It should be very hot,” he said.
After “The Dark Knight” broke all kinds of IMAX records this summer, IMAX is big business for Hollywood. After “Watchmen,” films such as “Star Trek” on May 8, “Night at the Museum: Battle of the Smithsonian” on May 22, “Transformers: Revenge of the Fallen” on June 26 and “Harry Potter and the Half-Blood Prince” on July 17 will all be released in IMAX.
So if this experiment proves successful, expect more early ticket sales and high-tech hijinks.
Source: http://www.recordonline.com
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