LOS ANGELES-Paramount Pictures is using mobile phones to try to lure subscribers to its new film “Nacho Libre.”
The studio is teaming with digital marketing company Cellfish Media L.L.C. to market the new Jack Black comedy through a mobile search service from go2. Go2 will place advertisements on its movie information portal, provide links to promotional “Nacho Libre” content and direct consumers to theaters showing the film.
Cellfish is providing downloadable content for the effort.
New York-based mobile media company Zingy earlier this month announced it is building on its relationship with Paramount to offer voicetones and wallpapers from the movie. The Nacho Libre-specific content includes lines from the movie for use as ringtones as well as screenshots from the flick for use as wallpaper.
Zingy also offers mobile content from Paramount franchises “Get Rich or Die Tryin”‘ and “The Godfather.”
“Our goal is to build a trusted, long-lasting relationship directly with consumers and create a positive experience for teens who want to save money while personalizing their mobile devices,” said Debra Bluman, Zingy’s vice president of marketing and sales.
The Jack Black comedy opened June 16 scoring more than $28 million in its opening weekend.
