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Sony Pictures drives ticket sales via continued mobile advertising effort

September 25, 2012

Sony Pictures is proving that mobile plays an integral role in the company’s ongoing marketing efforts with a new promotion that incorporates the medium to help drive movie ticket sales.

The company is running full page ads within Fandango’s iPhone application. The company has relied on mobile ads in the past to help promote new releases.

“Sony’s new ad promoting the movie Looper is well thought out, and delivers an action for consumers that are interested in the ad immediately,” said Marci Troutman, CEO of SiteMinis, Atlanta.

“Mobile is all about instant action, once a consumer sees an ad it is best to capture the response to the ad quickly and while they are on their phone,” she said.

“The actors listed at the top give the ad all the more reason for a consumers to click to check out the trailer and find tickets based solely on the way they feel about the actors.”

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

Sony Pictures did not respond to press inquiries.

Driving awareness
Sony is using mobile advertising to help promote its new film “Looper.”

The mobile ad encourages consumers to buy tickets for the film or watch a trailer to learn more about it.

Additionally, consumers have the option of skipping the ad altogether.

When users tap on the Buy Tickets button, they are redirected to Fandango’s Looper page where they can check out showtimes, browse cast information and read reviews.

Moreover, by letting consumers see the trailer, Sony Pictures is giving them a little glimpse of what they can expect.

Using mobile ads to promote movies is smart.

Studios are increasingly turning to the medium to drive user engagement.

Past endeavors
Sony is no stranger to mobile.

Earlier this year, Sony Pictures proved that mobile plays a big role when it comes to promoting its films by letting consumers order their copy of “The Girl with the Dragon Tattoo” via an ad campaign (see story).

Furthermore, the company teamed up with Shazam to drive ticket sales for the studio’s “Men in Black 3” film (see story).

“This new ad is very well done, has a very clear action, and promotes what mobile marketing is about,” Ms. Troutman said.

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at

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