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BREAKING NEWS & VIEWS
Vanity Fair and ‘Little Graydon’ Take iPhone to the MoviesThursday, July 1, 2010 Yes, that is a Graydon Carter bobblehead doll you see before you. In fact, it is named "Little Graydon," and it will, well, bobble its head at you sternly if you get the wrong answer in the new Vanity Fair iPhone game. The fiercely haired editor of the Condé Nast magazine hosts the  Vanity Fair Trivia: Movie Madness app that launched this week in the iTunes app store. In a blog post at the VF site, Carter explains that the app comes from his personal passion: "I’ve spent some of my happiest moments in movie theaters, from the old Guild Theater in Rockefeller Center, in my hometown of New York City, to Grauman’s Chinese Theater, in L.A. Along with a few of my film-crazed friends, I’ve come up with a few hundred questions sure to challenge and amuse my fellow film buffs." This is one of the most entertaining and creative uses of a magazine brand we have seen amid the torrent of media-branded apps and appi-fied full-issue magazines in recent months. The player is given a series of trivia questions in a timed challenge that ends with Little Graydon either bobbing his head up and down for correct or back and forth for wrong. Pithy comments punctuate your progress. Success on one level unlocks further topics like Villains, Class Clowns and Auteurs. There is an online leaderboard that tracks your score against others, and Facebook and Twitter connections will broadcast your performance to the social network. There is also a stand-alone Graydon bobblehead doll included. Shake the phone or smack the editor upside the head and he will bobble. Vanity Fair is demonstrating a firmer understanding of how the app universe works and what consumers respond to than many magazine brands. The users are not looking for their media to extend themselves into the mobile space in precisely the same form as the brands exist in print or on the Web. They are looking either for content that is immediately relevant to the mobile occasion or simply to be entertained if even for a moment. Rather than retrofit its print or Web content to the phone, VF takes the essence of its brand—wit and a love of film—and crafts an app around that. The Movie Madness app is free and sponsored by Microsoft’s Bing search engine, which advertises its own app download here. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com
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