Isnt it possible to send a movie trailer that can be played in a mobile phone, to interested persons, by directed broadcast, receiving the file through something similar to Bluetooth or Infrared. For example there is a billboard ad for a movie on the highway and I am passing it in a vehicle. I dont have time to read the details, but I might be interested in it later. So I pick my phone then point it at the ad and enter a "code clear" then the transmitter on top of the ad sends me a "package" consisting of a small movie clip/trailer, a link to purchase tickets online, and a one-click operation to delete the whole thing without a trace.
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I think that they're working on this. the only thing is, if it's bluetooth enabled, it means it'll be pretty much just broadcast. Why let your potential audience choose to accept it, if you can just make them accept it?
I'm sure regulations will be along a few years to prevent bluetooth spamming from billboards.
Unless it works the way you suggest, with an incentive to pick it up, like a discount on the movie. (Otherwise the take up would be low.)