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Focus Features aims to bolster ticket sales via mobile video campaign

The company is running the mobile ads within Pandora’s iPhone application. Nowadays, studios such as Focus Features are betting big on mobile to help drive awareness for its films.

“It’s good to promote a movie through a mobile ad with a preview of the film to draw in consumers, although, one of the key benefits of running a mobile ad campaign is to give consumers an action at the moment they are experiencing the effect of the ad,” said Marci Troutman, CEO of SiteMinis, Atlanta.

“Landing pages are a perfect addition to a mobile campaign, with a few items for a consumer to choose from – watch the trailer, find locations or movie times or purchase tickets.”

“In the case of running an ad to promote a movie, film or venue – it is most beneficial to be ready when the consumer says ‘Yes, I want that’ and give them a mobile ready instant ability to complete an action that benefits the company running the mobile ad.”

Ms. Troutman is not affiliated with Focus Features. She commented based on her expertise on the subject.

Focus Features did not respond to press inquiries.

For a good time…
The mobile ads include an image that features the two stars of the film.

Consumers are encouraged to tap on the mobile ad to watch the trailer for the movie.

The campaign is a great way for Focus Features to promote its film. By incorporating mobile video into the mix, the company is able to give users a glimpse of what they can expect.

Currently, many entertainment marketers are running mobile ad campaigns that promote their new films, however they are missing an opportunity by not incorporating video.

While giving consumers an option to buy tickets is great, many may not be familiar with the film, and mobile video solves that problem.

Newest star
Mobile advertising has quickly become Hollywood’s newest sweetheart.

Sony Pictures, Warner Bros., Universal, Focus Features and Lionsgate are among the top studios that are increasingly putting big money in mobile advertising to not only drive awareness for new films, but bolster ticket sales as well.

Over the past year, studios have been ramping up their efforts and using mobile continuously to further reach and connect with users on a deeper level. Nowadays, there is no new movie release that does not have a mobile initiative attached to it (see story).

“ROI is easily attainable on mobile, it’s important for brands to use this to its fullest,” Ms. Troutman said.

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York