British user-generated content network moblogUK will provide the backend to a promotional website for the forthcoming Warner Pictures movie, The Science of Sleep.
The Michel Gondry film will ask people to people to capture their dreams in video, audio or still image, and post them to a moblog (mobile phone photo weblog) used to support the release. DreamBlog.co.uk is linked to from the movie's official website.
"With a company such as Warner Pictures adopting this technology to reach a consumer audience, it demonstrates how mobile blogging is emerging from it's niche use into a solid consumer ready offering," moblogUK founder Alfie Dennen told E-consultancy.
Launched in 2003, moblogUK came to notoriety when London commuters used the site to post pictures from the July 7, 2005 terrorist attack scenes.
Dennen said the site now numbers over 15,000 registered users and over 2m monthly page views. It has previously been used by Greenpeace and ActionAID.