The company is running the campaign within Fandango’s iPhone application. The initiative is further proof that the entertainment industry is taking mobile seriously and continuously incorporating the medium to promote new releases.

“CBS Films through a mobile ad placement that captures several actions from a well laid out landing page, is showing the film industry how mobile advertising should be done,” said Marci Troutman, CEO of SiteMinis.

Ms. Troutman is not affiliated with CBS Films.  She commented based on her expertise on the subject.

CBS Films did not respond to press inquiries.

Ticket sales
CBS Films is running full page mobile ads that let consumers browse upcoming showtimes for the film’s release later this week.

The campaign ultimately aims to bolster tickets for the movie.

In addition, consumers can watch a trailer for the film to get a glimpse of what it is about or simply skip the ad if they choose to.

When users tap on the showtimes tab, they are redirected to Fandango’s landing page for The Words.

From there users can check out to see where the movie will be playing, browse cast information and see what fans say about the film.

Awareness
A mobile campaign such as this is a great way for CBS Films to drive consumers to go and watch its new film.

Consumers are constantly on their mobile devices and reaching them with a targeted ad that lets them buy tickets right then and there is effective.

More studios including Lionsgate, Sony Pictures and Warner Bros. are turning to mobile advertising to promote their new films.

“Mobile is a perfect marketing tool for promoting films, shows and theatre – with the ability to give consumers the click of a button to see a preview, like it enough to search for a location where its playing, and then immediately be able to purchase a ticket where available – why wouldn’t all film promotions follow the same process?

“Video plays really well on a large percentage of the mobile phones in consumers hands, and Fandango has done a great job at allowing previews, locators and purchasing in a mobile friendly site that works well on smartphones,” she said.

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