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Mobile Activity Is Integral To The Movie-Going Experience

Stacy Jones | March 21, 2014 at 2:15 AM
Stacy Jones

The Movie-Going Experience

The movie theater necessities: Popcorn, a large soda, Red Vines, maybe some nachos if you’re really hungry… and apparently, your smartphone.

The Purpose Of Mobile Activity At The Movies


It’s no secret that mobile activity is seriously on the rise – it is on pace to surpass TV as the predominant screen of use. But according to research findings of Interactive Advertising Bureau and InMobi, mobile is an integral part specifically of the movie theater experience.

Think about all the actions that occur leading up to, and even after you go to see a movie. From researching movies to watch, to getting directions to the theater, to engaging in conversation about the film afterwards, most of the routines associated with the movie-going experience involve the use of an app on smartphones. In fact, the study found that two out of three moviegoers do so.

In terms of researching entertainment, the study found that a staggering 56% of moviegoers use mobile activity for entertainment research, a very close second to TV at 57%. After seeing ads for movies on other channels, 87% of moviegoers turn to mobile.

The coexistence is major for marketers not just in the movie business, but also for brands wanting to tap into the major engagement potential this avenue of entertainment can offer.

Brands placed in film can amplify their on-screen presence by taking it off the big screen and into the hands of smartphone users, with an integrated campaign that aligns with the movie going experience. Then beyond that, by divvying up ad spend between both digital and TV, brands can increase awareness and engagement with consumers by being present in each screen the consumer turns to, before and after the in-theater experience.


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From product placement, to ads on movie related sites, to social media contests, the integrative opportunities are endless. Subscribe to our blog for further updates!

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Topics: Social Media Strategy, General Entertainment

Stacy Jones

Written by Stacy Jones

Stacy Jones, Hollywood Branded's founder and CEO, has over twenty six years of leadership experience building global entertainment branding campaigns for top Fortune 500 companies and hundreds of brands. Her career started after receiving her BFA in Theater Production & Scenic Design from the University of Arizona. Acknowledged as an expert in the field, she has appeared on CNN and MSNBC; spoken at conferences around the globe from Germany to Beijing; and has been featured in Forbes, The Wall Street Journal, The Hollywood Reporter, Financial Times, The Economist, Brandweek, Advertising Age, Variety, B&C and Mediaweek amongst others. Originally from Texas, you will still hear her ya’ll as she gathers the team for strategy planning sessions. Like all true entrepreneurs, Stacy is an adventurer at her core – having sky dived, hang glided off bi-planes, swam with crocs while rafting the Zambezi in Africa, photographed grizzly bears in Alaska, trekked Mayan ruins in Belize, explored the ocean as an avid scuba diver, and who loves owning an advertising agency where she swims with a different type of Hollywood shark on a daily basis.