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The TellX Active Video-enabled version of The Code, starring Morgan Freeman and Antonio Banderas is available exclusively at a major national retail chain on June 23 and includes exclusive interactive features for major brands to be seamlessly integrated into the disc at strategic points in the film. Viewers can interact with TellX menu features without leaving the movie. View a demonstration of TellX features on YouTube. "Technology-savvy movie lovers are always looking for the best home entertainment experience," said Owen Carton, Founder and President, TellX. "We are thrilled to have a major national retailer showcasing the TellX-enhanced DVD release and believe consumers will appreciate the exciting added value at no additional cost." "The DVD market is an enormous platform that goes largely untapped for advertising and sponsorship," said Carton. "Sponsors are interested in TellX because we deliver new and innovative ways to activate brand awareness and stimulate sales. Our approach and technology opens up the DVD market at a very opportune moment for brands, studios and retailers to the benefit of consumers." Each scene in a TellX Active Video DVD is fully interactive and features "on-demand" content at a touch of a button using the existing DVD remote control. Examples of content range from information on the music playing in a scene, in-video maps showing where the scene was shot, details on what the actors are wearing, "fast facts" about the production and much more. All of the features can be branded to a particular company or product that fits the narrative of the film. TellX Active Video titles work on standard-definition DVD players and require no additional hardware purchase for consumers. For The Code, TellX created a "Cracking the Code" feature, one of several specially designed features, which offers viewers the chance to win an iPod by paying attention to moments in the film and then answering questions correctly which unlock the winning code. The Code TellX DVD is supported by brand partner Microsoft. "As an independent studio, we are always looking to add value to our packaged products and develop relationships with brands," said Dean Wilson, Chief Operating Officer for First Look Studios. "TellX allows us to do both." TellX is working with retailers, studios, networks, producers and brands across all product categories. TellX technology is versatile and completely customizable to the brand and movie content and can include everything from simple product-placement text and photo content to branded video channels embedded via elegant, interactive, seamless menu designs that don’t interrupt the movie viewing experience. According to the Consumer Electronics Association, there are more than 200 million DVD homes in North America, giving this robust platform the largest potential advertising reach. TellX technology could also be incorporated into the growing Blu-ray market, which stands at about 10 million homes. TellX works on both NTSC and PAL formats for international distribution of DVD titles.
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