Paramount goes direct to mobile consumers

Paramount Pictures is the latest mainstream media giant to target consumers on the wireless Web.
The Viacom subsidiary launched a mobile portal designed to serve as both a storefront for content and a platform for promotional efforts. Users can text the keyword “movies” to a short code to receive Paramount-branded marketing content and sign up for alerts about the studio’s offerings.
Crisp Wireless is powering the effort; Crisp is also behind mobile Internet services from USAToday.com, NBC/Bravo and Getty Images.
“We are delivering a movie destination site that will enable users to learn about new releases, find theaters, purchase content, buy tickets and participate in promotions,” said Paramount Digital Entertainment executive Sandi Isaacs. “(We) will now have a direct-to-consumer relationship to deliver revenue-generating content, innovative mobile campaigns, tailored promotions, DVD/retail tie-ins and collaborative partnerships with technology and media partners.”