Fox and Color have teamed up to turn the red carpet experience into a group photo-sharing extravaganza. The photo and video moments shared by attendees via Color will be pooled together in a Water for Elephants group, as well as aggregated and shared on the web.
"Fox will also have one of the film's producers and some of the talent taking videos and pictures using the app as they make their way down the carpet," according to The Hollywood Reporter.
Color's big-screen close-up, courtesy of Fox, is the type of deal that makes sense for the startup as it struggles to prove its worth to media and application users. The application's greatest flaw is that if there are no other Color users within 150 feet, there's nothing to see or do in the app, making for a very black and white experience.
Contrived scenarios such as this will ensure that application users have the experience its makers intended. And, we can expect to see many more of these types of partnerships, perhaps with bands and musicians in the future, according to statements made by co-founder Peter Pham to The Hollywood Reporter.