The 21 Jump Street full-page ads can be seen within the Draw Something iPhone application. Sony  has used mobile advertising in the past to promote both new films, as well as Blu-ray and DVD releases.

“I do think it is very important for ads to be run on movies coming out in theaters, since the mobile ad can click through to an instant purchase of a ticket – this is especially helpful with a last-minute movie choice and quite a few movies are chosen while on a mobile phone,” said Marci Troutman, CEO of SiteMinis.

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

Sony Pictures did not respond to press inquiries.

Mobile tickets
The Sony Pictures mobile ad promotes the 21 Jump Street movie, which stars Jonah Hill and Channing Tatum.

Through the mobile ad, consumers can browse the film’s trailer, visit the site, browse the movie’s Facebook page or get tickets.

When users tap on the Get Tickets tab, they are automatically redirected to Fandango’s mobile site where they are asked if it is OK to use their current location.

Consumers can buy tickets for the film through the mobile ad campaign

From there consumers can browse showtimes for the film and see what critics and fans are saying about it.

Mobile first
This is not Sony’s first foray into mobile.

The company has been actively using mobile advertising to bolster movie ticket sales.

Last year, Sony let consumers buy tickets and view showtimes for its “30 Minutes or Less” film via a mobile ad (see story).

Recently, the company used mobile ads to drive awareness for its new film “The Vow” and let movie enthusiasts buy tickets via their mobile device (see story).

Sony also drove sales for its “Bad Teacher” film via mobile ads and lets consumers pre-order their copy through iTunes (see story).

“Equally important are ads for DVD and Blu-ray to be promoted through mobile, since these are sold online and can be purchased for an instant ROI through the mobile phone,” Ms. Troutman said.

“Sony has a win/win by using mobile marketing to promote movies in my opinion,” she said.

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