In an effort to target teens for the upcoming release of “The Messengers,” Sony has created a downloadable ringtone that only teens can hear.

The high pitched tone is inaudible for adults over 25 and is meant to tie-in thematic references from the movie. Created specifically for the film, the teen-only ringtone is composed of a combination of several ultrasonic frequencies tied together to mimic a musical sound recognizable from the film that resembles a high pitched chord.

“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,” says Joe Epstein, executive director, worldwide digital marketing strategy, Columbia TriStar Marketing Group.

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