To build awareness of the Valentine's Day romantic drama Endless Love, the story of a forbidden love affair between a privileged girl and a charismatic boy, Universal Pictures is connecting with a younger female audience through one of their favorite activities on their mobile devices: taking and sharing photos.
In a new way of sharing media, or in this case the film Endless Love, Universal promoted a campaign called 'Photo Valentine". Which would add filters and stickers to certain apps to promote the film. Is this the beginning for films to start using their ad space for mobile photo users and our love for mobile photography?