Matrix displays Samsung digital vision

Offering users more than just a movie novelty tie-in, the new Samsung SPH-n270 is one of an innovative number of products used in the new film The Matrix Reloaded.

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By  Paul Barthram Published  May 28, 2003

Offering users more than just a novelty tie-in, the new Samsung SPH-n270 is one of an innovative number of products used in the new film The Matrix Reloaded that Samsung hopes will capture the imagination of the UAE phone buying public.

The sleek SPH-n270 phone provides the user with personal organiser functions and advanced voice-dialling capabilities. Phone features also include an innovative pop-up earpiece, revealing a 65,000-colour TFT-LCD screen on which pre-loaded film clips can be viewed.

Samsung collaborated with The Matrix Reloaded set designers to create products that could play an integral and meaningful role in the film. The futuristic SPH-n270 “pop-up” mobile phone is designed so characters can talk to each other between the film’s real and virtual worlds.

“Samsung is dedicated to reaching consumers in new and exciting ways. We aim to bring communication, entertainment and information together, in easy-to-use digital devices. This is our vision of a better kind of digital existence, which we describe as DigitAll,” said Ahmad Al Ahmad, Marketing Manager, Samsung Middle East and Africa. “I have no doubt that ‘The Matrix Reloaded’ will be hugely popular with the public.”

Amongst other products to be used in the film, and launched to customers in the UAE is Samsung’s Duo Cam, a combined dual-lens digital camcorder with a 4.13-megapixel digital-still camera housed in a slim body.

“The effortlessly fashionable and futuristic world of the Matrix is a natural place for Samsung’s digital products. Samsung has always been perceived as a leading- edge ‘value’ brand and these films will enable us to illustrate our technology in a setting of innovation,” added Ahmad.

The Matrix Reloaded—released today in the UAE—is the sequel to the 1999 hit film The Matrix. The film centres around a band of human freedom fighters battling against a ruthless technological force determined to bleed the human race dry. Surprisingly this hasn’t put off Samsung from believing this is a good merchandising move.

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