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Warner Bros. drives movie ticket sales through new mobile campaignBy
The company is running the mobile banner ads within Fandango’s iPhone application. Warner Bros. has used mobile advertising in the past to increase awareness for its new films, as well as bolster ticket sales.
“Targeting a specific movie in a banner ad on the ZIP code ‘find the nearest location’ page for movies is extremely smart of the advertiser,” said Marci Troutman, CEO of SiteMinis, Atlanta.
“This allows the consumers to see the banner ad, which is very well laid out with a clear picture of one of the key actors that would trigger a click through on curiosity – and in turn by raising the awareness of the movie in the exact place where movies are top of mind and times/theatres are being chosen would raise ticket sales for those that are choosing a movie and not yet decided,” she said.
Ms. Troutman is not affiliated with Warner Bros. She commented based on her expertise on the subject.
Warner. Bros did not respond to press inquiries.
The Warner Bros. mobile banner ad features the two lead actors Will Farrell and Zach Galifianakis and informs consumers that it comes out on Aug. 10.
When users tap on the mobile ad, they are redirected to Fandango’s mobile landing page, which promotes the film.
From there, consumers can check showtimes, view the trailer, browse cast information and see what critics and fans have to say about the film
Additionally, users can buy tickets for the movie.
A campaign such as this is an effective way for the studio to drive ticket sales for its new release.
Consumers are constantly on their mobile devices, therefore, using mobile advertising is an effective way to reach them.
Mobile advertising is proving to be Hollywood’s newest darling.
Studios such as Warner Bros., Lionsgate, Universal and Sony Pictures have used mobile advertising to promote their films.
Earlier this year, Warner Bros. let “Happy Feet Two” fans preorder a copy of the movie and learn more about it (see story).
Most recently, the company aimed to get movie lovers excited about its upcoming “Dark Shadows” film via a mobile campaign that incorporated social (see story).
“The new Warner Bros. campaign is a great ad placement with a specific targeted action, that will very likely lead to an extremely positive ROI,” Ms. Troutman said.
Rimma Kats is associate editor on Mobile Commerce Daily, New York
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