Newly-released films face a lot of competition for an audience. After all, consumers can choose from a variety of entertainment options – other movies, sporting events, or live concerts.  But movie promoters may have found the best way to increase the chances that consumers will buy tickets to their production: the smartphone.

Research shows that men are especially interested in viewing movie trailers on their phone. The IAB and InMobi study, Mobile and the Movies, found that 40% of men engage in this type of viewing. In addition, 71% of surveyed men rely on mobile devices when they are selecting a movie. While 69% of women say the same, only 27% are viewing trailers on their phones.

Regular movie goers, represented by 31% of the survey pool who step into a cinema once a month, appreciate new technology that supports their movie attending interests:

  • Use phone to select a movie: 20%
  • Buy tickets through mobile device: 24%
  • Use virtual, on-device tickets: 5%

Researchers point out that marketers can use cross-channel promotions to increase interest and sales. This is especially true for men and social media. Before buying tickets, 38% of men are checking social media to see what friends say about a film. Only 33% of women do the same.

Marketers have other chances to reach men who enjoy going to movies. Over 2/3’s, 68%, say they watch the pre-trailer ads on their phones, while they’re figuring out which film to see. And in the theater, 21% of audience members think it is fine to access the Internet while pre-show ads are running.

To learn more about Frequent Movie Goers, check out the Audience Interests&Intent report on the Research Store at Ad-ology.com.

[Source: Mobile Screens Have Strong Influence on Male Moviegoers. Iab.net. 2 Oct. 2012. Web. 15 Oct. 2012]