Mobile marketing firm Mozes is helping Cinequest Film Festival be more interactive using the mobile phone.

The 12-day festival will present 250 screenings in San Jose, CA. Those who attend the screenings will be able to vote for and rank the films they have viewed by texting in the film's Mozes keyword to 66937. Votes will be calculated during the festival and displayed on two banners on Cinequest's Web site.

"We are creating an event that is more engaging for the audience," said Caitlin Looney, marketing manager at Mozes, San Jose. "They get to vote and rank but they can also text the keywords for each of the film entries. Festival-goers can be on-the-go and get the pertinent information that they need.

"Cinequest also uses these keywords for logistical purposes," she said. "The attendees can get announcements such as schedule changes on-demand and on-the-go. A film festival like Cinequest is fluid and changes are constantly taking place. When there's an update, people need to know immediately and mobile is the best way to reach them."

The Cinequest Film Festival is an annual independent film festival always held after the Academy Awards. It takes place in San Jose.

Cinequest is also using Mozes to let attendees get up-to-date information throughout the event. Festival-goers can text "cqmav" to 66937 to join the Cinequest mobile list to receive announcements, schedule changes and free ticket offers directly to their mobile device.

"Mobile contests allow the company to get people to join opt-in lists," Ms. Looney said. "So basically you are building a list of people who are interested in your offer and you can even use the list again for future offers and events. It's basically a way to keep the relationship going with an interested audience."

Additionally, each film has its own Mozes keyword. When attendees text the film's keyword to 66937, they receive the film's show time, date and venue to the phone.

The festival expects more than 500 artists and innovators will be in attendance.

"Mobile works for live events because it's permission-based and we know they want this information, so it isn't intrusive marketing," Ms. Looney said. "People are receiving information they want, which makes it more likely they will check their texts. It's a good way to get people familiar with your brand."