Fox, Color App Partner for 'Water for Elephants' Premiere (Exclusive)

"Water for Elephants"
"Water for Elephants"
 

20th Century Fox has teamed up with the makers of mobile app Color for Sunday's premiere of Reese Witherspoon and Robert Pattinson's film Water for Elephants.

The photos and videos taken using the Color app by attendees at the New York premiere at the Ziegfeld Theatre will be instantly shared to those in the immediate vicinity in a Water for Elephants premiere group (or "conversation"), which acts like an automatic feed.

Fox will also have one of the film's producers and some of the talent taking videos and pictures using the app as they make their way down the carpet.

Color, which launched in late March, is a free application for iPhone (and coming to Android and Windows 7) devices that allows people within 150 feet to capture and have real-time access to photos, videos and text. In one day, it was the second most popular social media application behind Facebook.

"With such a big following of Robert Pattinson and Reese Witherspoon, people will be camping out just to get to the front of the barricades," Color co-founder Peter Pham tells THR, who likened the app to a "visual Twitter.” "It'll give you a really good sense of what it's like from the fan's perspective. It's not the high-def professional cameraman taking the photos perched in a specific spot."

While Color is exclusive to mobile devices, aggregated content from the premiere will be made available online for the first time at www.color.com/waterforelephants to further engagement. The website will launch with a never-before-seen clip from the film at 1 p.m. PT on Sunday.

The team-up marks one of the first major partnerships for Color, but don't think this is a one-hit wonder. Pham tells THR that Color has received a "tremendous amount" of interest from high-profile musicians who want to use the app for their tours, with possible announcements to come.

But not everyone's buying into the hype. Critics of the app made note of Color's privacy issue — anyone within proximity has access to the images and videos in the network — and the confusing functionality.

Pham declined to discuss financial terms of the partnership.

Email: philiana.ng@thr.com

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