When I downloaded the iOS 6.0 for my iPhone, I was pleasantly surprised with the passbook app. My favourite part was that it led me to Cineplex Odeon’s app, which makes it convenient to see what is playing near by, see previews and buy tickets. This apparently makes me special in no way at all. As noted in the emarketer article, “Moviegoers and Mobile: Better Together”, a growing number of consumers are finding out about movies through their mobile phone. From checking what is playing, what times, reading reviews and watching trailers, more people are using their phones.

So, while this shows that as a movie theatre, having an app or at least a mobile friendly website is a must, the article points out an opportunity for advertisers. More men than women are watching trailers for movies on their phones. emarketer found that 61% of smartphone users will watch an ad to completion in order to watch a trailer. So, if your target audience includes males who might enjoy a specific type of movie, you just found yourself a 30 second spot to promote your product.

Now that people are using their phones before the movies, maybe they’ll turn them off during.