The company is running the mobile advertising campaign within Fandango’s iPhone application. Sony has used mobile advertising in the past to help promote its new releases.

“The campaign is visually impactful and simple and straightforward which is well designed for small mobile screens and busy mobile consumers,” said Simon Buckingham, CEO of Appitalism.

“The ad gives potential moviegoers immediate access to trailers to learn more about the film and ticket information,” he said. “What the ad doesn’t do is tell the consumer anything about the movie storyline itself- consumers need to engage further to find out what the movie is about.

Mr. Buckingham is not affiliated with Sony Pictures. He commented based on his expertise on the subject.

Sony Pictures did not respond to press inquiries.

Driving sales
Sony is running a full-page ad that entices consumers to buy tickets for the film, watch a trailer or simply just skip the ad.

Those that still want to interact with the campaign are taken to the Here Comes the Boom Fandango landing page where they can check out show times and find the nearest movie theater that is playing the film.

Additionally, users can get cast information and check out reviews to see what critics and other fans have to say about it.

Consumers can also get a sneak peak of the film by browsing a trailer.

Smart move
A mobile campaign such as this is a great way for Sony to raise awareness for its upcoming films.

Consumers are constantly turning to their mobile devices to make purchases – whether big or small. Therefore, giving them a way to pay for tickets via their smartphones is smart.

“Perhaps using the movie poster or tag line on the ad itself would be useful to educate the consumer from the ad itself,” Mr. Buckingham said.

Final Take