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Lionsgate Partners with Mobiquity to Promote ‘Ender’s Game,’ ‘Divergence’

Written on
Dec 4, 2013 
Author
Richard L. Tso  |

ADOTAS — One of the year’s most anticipated films, “Ender’s Game,” received promotional help from mobile digital content provider Mobiquity to deliver movie trailers and calendar reminders to fans who signed up to receive the content. Mobiquity recently signed a two-movie deal with Lionsgate to help promote both “Ender’s Game” and the upcoming release “Divergence.”


“Statistics show that mall shoppers are up to five times more likely to go to the movies in a theater and people that simply ‘view’ a trailer are three times more likely to see that movie,” said Michael Trepeta (pictured), co-chief executive officer of Mobiquity Technologies. “Our combination of actually ‘delivering’ a trailer to a mall shopper on an opt-in basis is exponentially powerful.  As the mobile device continues to gain momentum and influence each quarter, this is a trend that we feel will absolutely dominate in coming years.”

Launching in advance of the film’s premier, the mobile marketing campaign for “Ender’s Game” drove movie goers to the box office with an official, made-for-mobile movie trailer and calendar reminder to millions of opt-in consumers via Bluetooth across Mobiquity Networks 100 malls in the nation’s Top 10 DMAs.



Mobiquity has successfully driven moviegoers to a number of box-office blockbusters including “Zero Dark Thirty,” “War Horse,” and “Insidious 2″ among others, by delivering compelling and relevant digital content via Bluetooth to more than 96 million mall visits monthly.

Despite Mobiquity’s help,”Ender’s Game” struggled at the box office. After opening with a disappointing $27.01 million during its premier weekend (including Thursday evening shows), the $110 million-budgeted was down a whopping 62% the following weekend, November 8-10, 2013, collecting a paltry $10.25 million from 3,407 theaters (no reduction in number of venues) according to box office actuals found at Box Office Mojo. After two weekends, “Ender’s Game” has reached $44.01 million in the U.S. and Canada.

Meanwhile, “Divergence,” starring Kate Winslet, Shailene Woodley and Theo James, is anticipated to rule the box office when it opens next year.

“The future of mobile advertising will revolve around truly providing a ‘fan’ with what they want, where they want it, when they want it, and how they choose to receive it,” Trepeta added. ”Mobile users expect more for their time and marketers are beginning to understand that their time is very valuable and personal when it is on a mobile device. Proactive interactions that give the user the choice to engage are of ultimate importance.  Passive engagements on mobile are almost ‘non-engagements’ with a small screen.  Delivering rich digital content/experiences that the consumer chooses to engage with is the key.”





Richard L. Tso is a reporter for Adotas and an avid writer covering the intersection of technology and advertising, fashion and music. With over 12 years of experience in the Advertising, Marketing and Public Relations industries, Richard has held executive positions at global agencies and technology companies and is founder of the interactive communications firm Pseudosound Consulting LLC. A classical cellist and painter, he believes that sometimes sound carries more weight than words. He is a graduate of Stanford University.

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