The campaign includes 100 Adshel Mobile sites powered by Aura Interactive and is supported by a targeted medium weight campaign in Sydney, Melbourne & Brisbane.

The fantasy film boasting action and special effects is targeted at males under 25, specifically the 14 to 17-year-old market.

As such, it's primarily targeted to cinemas and youth areas using Adshel's proprietary ProximityTM targeting system, with Bluetooth providing added engagement to the demographic.

Branded content downloadable through the Adshel Mobile network includes a trailer, two wallpapers, a screensaver and a calendar reminder for the release of the film.  

The campaign was created with 20th Century Fox in conjunction with Publicis Media and Adshel and will be up until the 8th of February.