Hollywood embraces mobile for movie launches

08/13/2012 | Mobile Marketer

Mobile campaigns are proving highly effective and are now standard for Hollywood movie launches, with campaigns commonly running with a variety of applications, such as Pandora and Fandango. Marcus Startzel, general manager of North America at Millennial Media, says that entertainment has been one of the leading verticals for Millennial for years and that mobile is well-suited to promoting movies. "Advertisers are using store locators to drive consumers into the theater, mobile video to promote trailers, mobile commerce to drive ticket sales and even gamification elements to encourage direct consumer interaction with the ad unit," Startzel said.

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