Relativity Media is using mobile advertising to drive engagement and ticket sales for its ?Mirror Mirror? film.

The company is running mobile ads within Pandora?s iPhone application and the TV Guide iPhone app. Movie studios are increasingly seeing the potential of mobile and running ads of their own to drive user engagement.

?This campaign is clearly very well targeted since when you open the app the entire welcome splash screen is taken over by the Mirror Mirror movie ad poster,? said Simon Buckingham, CEO of Appitalism, New York.

Mr. Buckingham is not affiliated with Relativity Media. He commented based on his expertise on the subject.

Relativity Media did not respond to press inquiries.

Mirror mirror
The company is running expandable mobile ads within Pandora and mobile advertisements within the TV Guide iPhone app.

Both ads take consumers to Fandango?s mobile site where they can view showtimes for the film, view the trailer and see what critics are saying about it.

Consumers can buy tickets for the film

Running a mobile campaign such as this is a great way to bolster ticket sales, as well as get users pumped about an upcoming film.

Who?s the fairest
Many studios have been running mobile ads over the past year.

For example, last year Sony let consumers buy tickets and view showtimes for its ?30 Minutes or Less? film via a mobile ad (see story).

Sony also used mobile ads to drive awareness for its new film ?The Vow? and let movie enthusiasts buy tickets via their mobile device (see story).

Recently, Universal Pictures pushed its ?American Reunion? film with a mobile ad campaign that encouraged Words with Friends users to play words associated with the movie.

The Words with Friends mobile ads were served to players depending on which words they spell in games. The American Reunion ads also heavily promoted the film?s social media sites (see story).

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York