The company is running the mobile campaign within ESPN’s mobile site. Paramount is running expandable and mobile banner ads.

“I think mobile advertising makes sense for this campaign,” said Michael Burke, cofounder/president of adtivity by appssavvy, New York.

“The challenges with mobile advertising will be around reaching someone at the right time,” Mr. Burke said. “But I am surprised they’re not using video.

“The video would allow the person to get in the mindset of the movie.”

Mr. Burke is not affiliated with Paramount. He commented based on his expertise on the subject.

Paramount did not respond to press inquiries.

Increasing sales
The Paramount Pictures mobile ad reads “The Dictator. Banned & Unrated. Own it Today on Blu-ray and DVD.”

Additionally, there is a expandable mobile ad that includes the same copy, but also features the lead character of the film.

When consumers tap on the mobile ad, they are redirected to Amazon’s site.

Although the campaign is a smart move for Paramount, it would have been more effective had the landing page been mobile-optimized.

Currently, consumers are taken to Amazon’s Web site where they have to pinch-and-zoom to purchase the film.

The experience would have been more seamless if users were taken to Amazon’s mobile site.

Hollywood starlet
Studios such as Lionsgate, Warner Bros., Paramount Pictures, Sony Pictures and Fox are increasingly turning to mobile advertising to drive awareness for its upcoming films, as well as to drive revenue.

Mobile advertising is a smart move for these companies.

Consumers always have their mobile devices with them, therefore reaching them through that medium is key.

“When you reach someone on mobile, they’re more likely to act,” Mr. Burke said.
“When you want to have a direct action, mobile allows an advertiser to drive a message forward.

“Mobile advertising this year is going to be more about reaching more people,” he said.

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