(16 February 2008 3:00 pm)

MUMBAI: Sony Pictures Television International (SPTI) and Sony Ericsson have launched what they say is the world’s first movie-inspired motion-sensing mobile game in conjunction with actor-director Stephen Chow’s latest film CJ7.

Consumers across Asia can translate their motion into action on their mobile screens without having to use their keypads when playing the CJ7 game on the Sony Ericsson K850i Cyber-shot phone.

The game will feature the creature from CJ7 as well as cartoon versions of the characters played by Stephen Chow and Xu Jiao in the effects-laden dramedy (drama+comedy). Players take on the role of caretaker for CJ7, seeing to its daily needs and take on various adventures with the alien pet.

In addition to the mobile game, SPTI also created wallpapers, ringtones, video ringers and video clips based on and from the movie. The entire CJ7 mobile content pack will be pre-loaded on Sony Ericsson Cybershot mobile handsets K850i, K810i, K770i, and K550i in Taiwan, Singapore, Malaysia and Indonesia.

SPTI director, mobile entertainment (Asia) Rosemary Tan says, “Mobile phones have undergone an evolutionary shift to become a multimedia entertainment platform. The high penetration rate of mobile phones in Asia presents us with a growing market for our branded movie and TV-based mobile content.

"Sony Pictures Television International is committed to growing our mobile entertainment business and the CJ7 mobile pack is a vivid example of our dedicated effort in developing cutting-edge mobile content to bring users an unparalleled experience on this platform.”