Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

Mobile ticketingParamount is running full page mobile ads that pop-up when consumers open theirFandango app.The ads feature the characters of the film, as well as options to watch the movie trailer,buy tickets or simply skip the ad altogether.Moreover, consumers can check out showtimes to see when the film is playing at theirlocal theater, get cast information and browse reviews to see what critics, as well as othermoviegoers have to say about the film.Those that have seen the movie also have the option of rating it.A mobile ad campaign such as this is a great way for Paramount to drive traffic totheaters, as well as get consumers hyped up about its latest movie.It is important that studios such as Paramount incorporate mobile into their initiatives andhave the medium be part of a multichannel campaign.Over the yearsParamount has been investing heavily into mobile.In March, Paramount drove sales for its ―A Thousand Words‖ film through an interactivemobile advertising campaign that let moviegoers buy tickets and learn more about themovie (see story).In July, Paramount turned to mobile to drive awareness for its ―Katy Perry: Part of Me‖movie and ultimately drive ticket sales (see story).Most recently, Paramount built up hype for its film ―The Dictator‖ and let consumers buya Blu-ray or DVD copy via their mobile device (see story)."For this new campaign, I do think the 'Skip' option is a little unclear- if viewers receiveda new smartphone this holiday season and saw this option for the first time, they may notknow what it means- they may think they can click to skip the line at the movie theater,"Mr. Buckingham said."Clearer labeling such as Close This Ad' or 'Close Ad' would likely be more userfriendly," he said.122