The company is running mobile ads within Us Magazine’s mobile site. Paramount has used mobile advertising in the past to engage moviegoers.

“Paramount has the right idea in that they are promoting the Katy Perry film on Us Magazine’s mobile site,” said Marci Troutman, CEO of SiteMinis, Atlanta. “The promotion is timed well with the right demographic for encouraging consumers to go to the movie.

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

Paramount did not respond to press inquiries.

Mobile engagement
The Paramount mobile ad reads “Katy Perry The Movie. In Theatres July 5. Visit Site.”

When users tap on the mobile ad they are taken to a landing page that informs them that the site was designed to be viewed in landscape mode.

Users are then asked to rotate their device to view the site.

From there, consumers can watch a trailer for the film, learn more about the movie, follow the film on Pinterest, browse stills and engage with the film’s Facebook and Twitter pages.

Additionally, users can buy tickets for the film via the mobile ad campaign.

By using mobile, Paramount is engaging with moviegoers on a deeper level.

More studios are turning to the medium instead of using traditional forms of advertising such as print and TV.

Consumers are constantly on the go, and by using mobile advertising, markets are able to reach them no matter where they are.

Ultimate engagement
Paramount is no stranger to mobile.

Last year, the company used expandable rich-media mobile advertising to get the word out about Jackass 3D worldwide.

The movie studio partnered with Millennial Media, which developed the campaign. Millennial was able to deploy it in 10 countries and four continents, localizing the content appropriately (see story).

Most recently, Paramount Pictures drove sales for its “A Thousand Words” film through an interactive mobile advertising campaign that let moviegoers buy tickets and learn more about the movie (see story).

“Overall, promoting movies on mobile is a perfect way to engage the consumers as mobile is where several things in the movie going crowd happen – choosing a movie, learning more about a movie, watching previews, checking movie times, checking location, mapping to a theater as well as purchasing tickets, all or at least some of these options should be available for the best results,” Ms. Troutman said.

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