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I like this part:
Beyond Gavitec, NeoMedia Technologies, Inc. COO and NeoMedia Mobile president Martin Corbus is also promising a new cell-phone application called qode® that could "affect the movie industry by changing the dynamics of how it relates to its customers." He elaborates: "Basically, qode will fast-track moviegoers to all the multi-media capability of the Internet--wherever and whenever they want to. They'll now be able to click on codes printed on movie posters and ads to see a trailer right then and there on their cell-phone. They'll also be able to check out reviews, buy movie tickets, even buy movie-related merchandise online--right in their hand."
Sean