AdMob has revealed that several Hollywood studios have launched promotions for summer blockbusters, using its mobile advertising network to reach mobile consumers. With moviegoers out and about, ads on mobile phones are becoming an important marketing mechanism and information source, providing local show times and theatre locations.
AdMob helped Universal promote Knocked Up, a romantic comedy released in June. It also helped Warner Independent Pictures launch In the Land of Women earlier this spring. Paramount Pictures is currently using mobile ads bought through AdMob to promote its summer blockbuster, Transformers. 
In each case, the studios are running banner and simple text ads that appear on mobile web pages. Users who click on the ads are delivered to mobile web pages on which they can locate theatres in their area where the movie is playing, look up show times, or sign up for reminders of when the new movie will be released. 
Were extremely pleased with the success of Knocked Up at the box office so far, says Dave Martin, Director of Interactive Media for Ignited Minds, an LA-based agency handling the Universal Pictures interactive media account. AdMob helped us deliver an innovative, cost-effective campaign to help us reach our audience on their mobile phones, where they can find show times or learn more about the movie.
The AdMob Marketplace matches advertisers with content providers, giving both advertisers and publishers the ability to leverage mobile advertising in 160 countries, resulting in targeted and valuable traffic.
Linda Barrabee, Program Manager, Wireless at the Yankee Group, says mobile advertising is gaining momentum in the US market.
The entertainment segment is often early to adopt new marketing methods and were seeing this hold true for mobile advertising says Barrabee. An increasing number of agencies and advertisers are turning to mobile advertising to reach their customers because of the scale and reach it affords.
AdMob allows advertisers to target users by country, language, carrier, phone brand, phone model, user context and OS. Recently, AdMob announced the addition of a landing page tool to help advertisers without a mobile web presence get started in this rapidly growing medium.