Emap's Empire Goes Mobile With Filmnight Digital

Emap's Empire Goes Mobile With Filmnight Digital

LONDON, April 12/PRNewswire/ -- Emap Advertising and Emap Consumer Media today announce a strategic
mobile and online partnership with Filmnight Digital. The deal will see
Emap's film title, Empire, launch the Empire Filmnight Club which will take
the brand onto mobile for the first time.

Subscribers to the Empire Filmnight Club will be able to download movie
clips, ringtones and games via their mobiles alongside options to submit
personal mini movie reviews and the capacity to access local cinema film
times. The Empire Filmnight Club will also offer a unique movie retail
service with a loyalty scheme and free rental element amongst other member
benefits.

This unique deal unites Empire's trusted brand and diverse editorial
content with Filmnight Digital's dedicated retail and technical expertise.
The creation of the Empire Filmnight Club on mobile is the first step in this
strategic partnership and it will ensure the Empire brand remains at the
forefront of cutting-edge movie-driven content.

The Empire Filmnight Club and its benefits will be promoted across all
other Empire and Filmnight Digital channels; in print, via the Empire monthly
magazine and online via www.empireonline.com and www.filmnight.com.
Additional promotion will include on-mobile via Filmnight Digital's short
code MFILM (63456) and in-store via Filmnight.com's network of high street
DVD rental outlets. Consumers will be able to access the Empire Filmnight
Club via the respective movie channels on Vodafone, O2's i-Mode and T-mobile.

In addition to launching the Empire brand on mobile, this deal will also
extend online. Filmnight Digital will power the newly launched Empire Film
Store; a unique DVD and Video-on-Demand retail service with a loyalty scheme
and free rental element amongst other member benefits.

As part of this ongoing partnership, Empire and Filmnight Digital will
execute joint marketing activity, such as preferential Empire magazine
subscription rates to club members and Filmnight.com customers. In addition,
selected Filmnight.com stores will exclusively stock Empire magazine.

The deal was brokered by Sapna Burton, Business Development Director for
Empire, Andrea Kilbourne, MD of Interactive at Emap and Shashi Fernando,
Managing Director of Filmnight Digital.

Colin Kennedy, Editor-In-Chief and Acting Publisher of Empire comments:
"After more than 16 years as the UK's leading movie magazine and a full
decade of Empire Online, we are always looking for ways to expand the Empire
brand and to provide new and genuinely useful services for the most
passionate film fans in the country. This timely partnership with Filmnight
Digital allows us to tick both boxes - moving swiftly and comprehensively
into the all-important mobile market and adding an overdue movie retail
element to our hugely popular website. We are confident that Empire's
integrity and passion, allied to Filmnight Digital's market-leading
expertise, will make for an unbeatable proposition for film fans both online
and on mobile"

Shashi says: "This partnership is very much a collaboration, bringing
together the strengths of both companies. At Filmnight Digital, we have
proven that consumers are 40% more likely to download mobile film content if
it is high quality. With Empire's respected, credible content and Filmnight
Digital's technology capabilities, together we can ensure the Empire
Filmnight proposition sets the standard for mobile content delivery."

Source: Filmnight Digital

Kate Stevens, +44-207-072-4282

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