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By Published on .

At a conference devoted to advanced media technologies, the old-fashioned telephone was the big winner.

MovieFone, a phone-based service that promotes films and sells movie tickets, won two awards at the first annual Interactive Advertising and Media Awards, sponsored by Advertising Age and New Media Expo at the conference in Los Angeles last week.

MovieFone walked away with awards in the interactive telephone and interactive promotions & events categories, the latter for a sweepstakes tie-in with Universal Studios' "Jurassic Park."

"Until the interactive superhighway takes a particular direction, we believe in interactive telephone," said J. Russell Leatherman, president of the 41/2-year-old MovieFone.

Mr. Leatherman said MovieFone is developing applications for interactive TV and other platforms, but added, "It's important that people focus on the here and now. There will always be a telephone of one kind or another in your home, in your office and in your car."

Some 570 people attended the awards ceremony, which named winners in nine categories.

The other winners were:

Informational POP/Kiosk Displays: intouchgroup, for the music information kiosk iStation.

Direct Response POP/Kiosk Displays: Intermark Corp., for the Philips Automotive Lighting Selector.

Informational Online Advertising & Marketing: Hollywood Online, for the "Addams Family Values" online multimedia kit.

Direct Response Online Advertising & Marketing: Electronic Newsstand, for the Internet service by the same name.

Informational CD-ROM or Fixed Media: Kirk Mahoney, for a self-promotional floppy disk.

Direct Response CD-ROM or Fixed Media: ad.hocINTERACTIVE, for just think, a CD-ROM magazine with advertising.

Informational and Direct Response Interactive TV: Interactive Network, for the Neon Challenge/Super Bowl XXVIII.

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