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Warner Bros. taps mobile advertising to give movie ticket sales a boost

Posted By Rimma Kats On January 9, 2013 @ 4:00 am In Advertising,Entertainment,Featured | No Comments

[1]Warner Bros. is relying on mobile advertising again to not only increase awareness for its new “Gangster Squad” film, but also encourage ticket sales.

Mobile has played a critical role for the studio and mobile advertising has very much become the go-to channel for the company. There is no doubt that mobile is becoming Hollywood’s rising star.

“Warner Bros. is pushing out this latest mobile campaign to promote its new film Gangstar Squad,” said Isabella Lin, content director at Appitalism. “Warner Bros. made this latest mobile campaign available to all smartphones.

“This mobile campaign has some cool features,” she said. “From this event, it is not difficult to see how success this movie is.

“From the main screen users can learn almost all of the materials – type and attract which crowds, including all of the starring stills, the movie available to the public on Friday, users can click “Buy Tickets” and may choose specific theater they like, users may click “Trailer” to get preview, users may also add my movie to “fans say” to “I’m In!”, there already figures show that the current 10,390 users add to I’m In!”, there also shows 99 percent positive on Twitter. Then users could check the showtime; cast + info; Reviews. stills and other media files.”

Ms. Lin is not affiliated with Warner. Bros. She commented based on her expertise on the subject.

Warner Bros. did not respond to press inquiries.

Mobile ticketing
Warner Bros is running full-page interstitial ads within Fandango’s iPhone application, where consumers can get tickets for the film, watch the trailer or simply skip the ad.

If consumers choose to tap on the mobile ad, they are redirected to Fandango’s Gangster Squad page where they can browse showtimes, get cast information, see what critics and fans have to say about the film and check out any reviews.

While the campaign is effective for what Warner Bros. is looking to achieve, the company could have added more elements to make the initiative more interactive.

For example, adding social media could have amplified the user experience.

Warner Bros. could have added Facebook and Twitter tabs to encourage consumers to further connect with the film, even after they were done interacting with the mobile ad.

Future endeavors
While mobile is quickly becoming Hollywood’s new darling, studios such as Warner Bros., Universal, 20th Century Fox, Disney and Lionsgate should be making their ad creatives more engaging.

Nowadays, it seems the campaigns look to similar to each other.

Nevertheless, it is still great that studios are dipping their toes in the mobile space and continually looking at different ways to interact with new and existing users.

“Warner Bros. made a very neat marketing promotion, a smart social network automatically virtuous circle,” Ms. Lin said. “Warner Bros. is no stranger to using mobile to promote their films.

“Warner Bros. has been very active on the mobile platform and has accumulated a large number of loyal consumers,” she said. “Promotional activities such as this one can open a whole new way of interaction with potential customers.

“Warner Bros this latest mobile campaign is quite skilled and effective.”

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

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