The folks behind the Color app have unwrapped their first big promotion. On Sunday, April 17, it will begin posting live photos taken with the iPhone app at the premiere of Reese Witherspoon’s Water For Elephants motion picture. The Hollywood Reporter first reported this news.

Color makes it easy to take pictures of yourself and of objects around you. Then, as others are taking pictures using the same app within 150 feet of you, a photo hodgepodge is created, which is then posted in the app.

The entire process happens automatically and without the need for “attaching, uploading, or friending,” according to the Color website.

According to The Hollywood Reporter :

“The photos and videos taken using the Color app by attendees at the New York premiere at the Ziegfeld Theatre will be instantly shared to those in the immediate vicinity in a Water for Elephants premiere group (or “conversation”), which acts like an automatic feed.”

These photos and videos, in turn, will be made available at www.color.com/waterforelephants.

In addition, 20th Century Fox, which produced the film, will post an exclusive video from the film beginning at 4 p.m. EDT at the same locaiton.

Since its introduction in late March, the Color app has been criticized mainly because it is backed by $41 million in venture capital. However, that much money means it will not go away quietly, as this promotion suggests.

Says Peter Pham, Color Co-Founder:

“With such a big following of Robert Pattinson and Reese Witherspoon, people will be camping out just to get to the front of the barricades. It’ll give you a really good sense of what it’s like from the fan’s perspective. It’s not the high-def professional cameraman taking the photos perched in a specific spot.”

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