• February 3, 2011

Virgin Mobile on Thursday launched "Virgin Mobile Live," a Facebook portal showcasing film and video content.

The portal kicked off with an exclusive live-streamed interview with director James Cameron (conducted entirely underwater at the Long Beach Aquarium). The interview, part of a deal Virgin Mobile has struck with independent film studio Relativity Media, was meant to promote the Cameron-produced film, Sanctum, which opens Friday.

The two-year agreement between the company and film studio will be broadened to give consumers an insider's view of Hollywood, including exclusive content and music. The agreement also includes incorporating Virgin Mobile products into upcoming 2011 and 2012 Relativity Media films.

"We've built a lot of memorable moments together with our fans in the music world," said Ron Faris, Virgin Mobile's head of brand experiences, in a statement. "Given the unlimited appetite our customers have for content, film felt like a natural next step to deepen that level of engagement. And you couldn't find a more inspired group of people to bring this to life than Ryan and his team at Relativity."