Lionsgate Plays Cross-Platform Card to Promote 'For Colored Girls'

Mobile marketing campaign enables smartphone users to access exclusive gallery, trailer, info


TORONTO -- Some chic portrait art with your popcorn?

Lionsgate is pushing its cross-platform credentials to promote its Nov. 5 release of Tyler Perry's For Colored Girls, starting with gallery art.

Lionsgate marketing chief Tim Palen, with a sideline gig in photographic portraiture, shot eight "living portraits" of the film's ensemble cast, including Janet Jackson, Thandie Newton, Kerry Washington, Loretta Divine, Whoopi Goldberg, Anika Noni Rose, Phylicia Rashad and Loretta Devine, on 35mm film.

The portrait images, besides being shown in a Manhattan gallery, are also part of the movie's promotional poster campaign and trailer.

Now Lionsgate has teamed up with Augme Technologies for a mobile marketing campaign that enables smartphone users to view the For Colored Girls movie trailer, the "Living Portraits" gallery cast members, a film synopsis, cast and crew information and a text reminder for the Nov. 5 release date.

Lionsgate going the extra mile for Perry's latest movie follows the filmmaker's nine previous theatrical releases by Lionsgate since Diary of a Mad Black Woman in 2005 grossing nearly $481 million at the North American box office.

Tyler Perry wrote and directed the movie adaptation of Ntozake Shange's classic play For Colored Girls Who Have Considered Suicide When The Rainbow Is Enuf.

The film is produced by Tyler Perry, Paul Hall and Roger M. Bobb.

Lionsgate will also release Tyler Perry's Madea's Big Happy Family, the adaptation of the popular play, on April 22, 2011.