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Universal Bows DVD Sneak Peeks to Mobile Phones

21 Aug, 2008 By: Erik Gruenwedel

Universal Studios Home Entertainment (USHE) has begun offering clips and select bonus material to mobile phone users for the DVD releases Heroes: Season 2 (Aug. 26) and The Office: Season 4 Sept. 2.

The promotion, which is available to Sprint, T-Mobile, Verizon and AT&T users with Web-enabled phones through Aug. 25, is designed to proactively generate retail interest in the popular NBC TV programs, according to Craig Kornblau, president of USHE and Universal Pictures Digital Platforms.

Users can text the word “SNEAK” to 62288 to see a 45-second behind-the-scenes preview of the third season of “Heroes,” which premieres Sept. 22. A separate text of the word “SCENE” to 62288 grants access to a deleted scene found on the DVD for “The Office.” Standard and some additional mobile charges might apply.

“Research shows that bonus features are a driving factor in DVD purchasing,” Kornblau said. “Allowing consumers to sample … DVD extras while shopping adds to the retail experience and will, we believe, positively impact buying decisions.”

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