Sony ringing teens only for 'Messengers'

Is this cool or what? To promote the upcoming supernatural thriller "The Messengers," Sony Pictures has included in its dossier of digital-marketing tools a ringtone kids can hear

Ultrasonic ringtones -- ringtones that are audible to teenagers but not adults -- are a featured aspect of the film's promotional campaign, which is geared toward a teen audience and inspired by the movie's story line about a young female protagonist insisting she hears voices that her parents cannot hear.

"The fact that only kids can hear it winds up being a thematic fit with the notion in the film that her parents don't believe her," said Joe Epstein, executive director, worldwide digital marketing strategy, Columbia TriStar Marketing Group. "We wanted it to be really relatable to teens conveying to this target audience that this is a character a lot like them along with this sense that kids and young adults are better conduits to the paranormal."

In the film, 16-year old Jess, played by Kristen Stewart, encounters ominous spirits in her new home, which only she and her 3-year-old brother can see and hear.

full story at the Hollywood Reporter