Universal Pictures ties with Devicescape for proximity marketing movie promotions

Universal Pictures is upping its on-the-ground promotion capabilities by partnering with proximity marketing company Devicescape.

The studio will create location-targeted engagement campaigns to promote upcoming releases in the UK, utilizing the Devicescape Engage, which will derive a strong understanding of movie-going audiences the longer it is in play.

Using Devicescape’s Curated Virtual Network of shared public Wi-Fi, it learns the location of consumers visiting retail, hospitality, leisure, and transport destinations, from here, a targeted movie promotion is sent to consumers’ smartphones.

“This is a hugely exciting partnership for Devicescape to be involved in,” said Dave Fraser, chief executive of Devicescape.

“Besides being one of the world’s most successful film studios, Universal is a renowned innovator. We are delighted to be collaborating to break new ground in both promoting and better understanding cinema-going in the UK.”

It builds upon previous collaboration between the companies around the launch of Sing, Fast and Furious 8, and Despicable Me 3.