Entertainment Weekly and GetGlue are letting movie buffs check-in to the publication?s featured films section via their smartphone for a chance to win one of five pairs of movie tickets awarded daily.

HTC is the launch sponsor for the summer movie fan promotion. Tickets are awarded daily this month and next. 

?The mobile and social spaces have always been a priority for EW,? said Seth Silverstein, director of business operations at EW.com, New York. ?Early on, we saw the EW.com audience was both active and engaged in the comment section of our site and in their social networking activity, so we have constantly strived to be pioneers in this area. 

?We have amassed over 1.6 million Twitter followers, we have a big presence on Tumblr and we were the first magazine to partner with GetGlue, and our readers really connect with that aspect of our brand,? he said. ?After our first initiative with GetGlue around the Must List was such a success we wanted to take it to the next level. 

?This new program was a great way to leverage our editorial strength around the popular summer movie season and connect one of our key advertising partners in this growing space.?

Entertainment Weekly and GetGlue announced their first collaboration in March.

How it works
EW has curated a list of 15 films that fans can see in June and July.

Readers can check-in to the featured films via GetGlue and receive EW Summer Movie Fan stickers.

There are four stickers available ? fan, maven, savant and diehard.

As users check-in to additional movie picks, they unlock additional stickers.

Readers who earn stickers can gain entry into a sweepstakes where they have a chance to win movie tickets.

Users who unlock more stickers in the series will receive more entries into the daily sweepstakes.

Additionally, readers can share their check-ins and stickers with friends via GetGlue, Facebook and Twitter.

?There will be significant promotion across multiple platforms via EW and GetGlue,? Mr. Silverstein said. ?Ads within the pages of Entertainment Weekly will alert our 11 million weekly readers, and we'll also promote to our 8 million EW.com visitors.

?Plus, naturally, we'll be spreading the word via social networks, and based on the metrics we've seen from our Must List GetGlue program, we know users will share the stickers across their networks, too,? he said. ?The program is also going to be heavily promoted by GetGlue to their user base, which is growing at an impressive rate.?

HTC partnership
As part of its sponsorship, there will be HTC messaging on the EW Summer Movie Fan sticker pages, as well as an HTC Custom Sticker Peel opportunity that lets readers virtually peel off the HTC logo sticker to reveal an EW.com Summer Movie Fan sticker.

In addition, the company will have branding on EW.com?s new Summer Movie Guide. 

?HTC and EW have enjoyed a terrific relationship in print and digital, and this was a natural next step for us to evolve the relationship,? Mr. Silverstein said. ?Mobile is becoming increasingly more important to our business, and since our audience is very tech-savvy, we need to continue providing innovative ways of consuming EW content on mobile platforms.

?Continuing to find ways of expanding our mobile footprint is a high priority,? he said.