The company is running the expandable mobile ad within Pandora’s iPhone applications. In addition to buying tickets, consumers can watch the trailer for the film.

Movie time
Sony Pictures is using mobile to get the word out about its new release.

Via the expandable ad, consumers can click to view showtimes, as well as buy tickets to see the film.

Additionally, the ad lets users watch videos, such as the trailer and other funny clips and read a synopsis about the film.

Users can also get to know the cast and crew and browse a photo gallery with stills from the film.

Consumers can interact with the ad

Users can learn more about the film

Mobile efforts
This is not Sony’s first time using mobile to promote its films.

In 2008, Sony Pictures Home Entertainment launched its first mobile campaign in Australia to support the Australian DVD debut of the new Rambo movie.

Britain’s Dialogue Communications designed a mobile Internet site for Sony, using its new mobile site builder to promote the Rambo DVD’s release on July 9.

An SMS campaign also allowed consumers to visit the interactive Rambo mobile site through a link sent via text message (see story).

Additionally, last year, in anticipation of the upcoming remake of “The Karate Kid,” Sony Pictures released a branded application for iPhone and a mobile campaign to support it.

The free game included built-in social networking features that were designed to virally raise awareness of the movie’s upcoming release.

Sony Pictures tapped Trigger Interactive to build the application, while Sony’s agency of record Universal McCann (UM) placed the media buy, with Jirbo Inc.’s AdColony one of the many companies in the mix for the mobile ad campaign (see story).

Final Take
Rimma Kats is staff reporter on Mobile Commerce Daily, New York