Amazon?s IMDb has rolled out an Android application and announced an initiative that incorporates social integrations on Facebook and Twitter.  

The IMDb Everywhere initiative will include social features letting users interact with the company. The IMDb Movies & TV application is also available on Apple?s iPhone, iPod touch and iPad.

?Our strategy is to offer the IMDb experience to all users at all times without requiring them to be near a computer,? said Kintan Brahmbhatt, senior mobile strategy manager at IMDb, Seattle.

?Our target demographic is entertainment lovers ? especially movie lovers,? he said. ?Not necessarily movie buffs, but movie lovers.?

IMDb, a wholly-owned subsidiary of Amazon.com, is an online entertainment destination for movies and television.

Android app
The application includes voice search, sharing and option menus.

Users can search and browse the company?s database, look up local movie show times and TV listings, watch trailers and share with friends.

Users who have a bar code scanner installed on their handset can scan the code on IMDb?s Web site and be taken directly to the download page for the IMDb Movies & TV application for Android.

In addition, users can read reviews, quotes, trivia and goofs about movies and celebrities, look up showtimes at local theaters, TV listings, recaps of TV shows from the previous night and see what movies are coming up.

?We extended to the Android platform because our users asked for it through our message boards, Facebook and Twitter,? Mr. Brahmbhatt said.

Here is a screen grab of the application:

Social momentum
In addition to its application, the company is using social to engage users.

IMDb added new ?Like? and ?Share? buttons where users can indicate their favorite movies, TV shows and celebrities and then publish their preferences on Facebook and Twitter.

The buttons have also been added to all movie trailers, character pages and news stores.

?We?re getting the word out primarily through word of mouth and have promotion on IMDb.com,? Mr. Brahmbhatt said.

Final take
Rimma Kats, editorial assistant at Mobile Marketer, New York.