Odyssey, a mobile creative, technology and media provider, has developed instant ticket purchasing opportunities for film studios to include in location-based advertising campaigns.

After viewing a movie ad, users can activate GPS to see where it is playing nearby. The ads also enable users to book online, click-to-call or share film times on Facebook so friends can join them.

touchtab promises to deliver insights into the success of the campaigns among different audiences by measuring click-through-rates and actions generated.

Odysseys Chris Gale said: “Through integrating touchtab technology into our ad campaigns, we are able to harness the full benefits of mobile, including actions such as click to call, add to calendar, locate on map, as well as integrating with social media, thus closing the loop between generating movie awareness and driving cinema footfall.”

The service recently launching in beta and is already being used by Warner Bros. and Paramount Pictures. Versions in France, Germany Italy and Spain are expected by January 2013.