Video content is all of the hype right now. With the new technology being released on mobile devices, consumers could watch our b-roll footage, TV spots and cast interviews right on their mobile devices.
But, just because they could, doesn't mean they would.
According to the story, "as of October 2005, less than 10% of US mobile subscribers had used their phone's browser to get news and information, photo message or purchase a ringtone. Fewer than 5% had purchased wallpaper or a screen saver or downloaded a mobile game."
We've read a million articles about marketing on cell phones, but the more research we see, the more we realize that this is still a few years away from being a major marketing channel.
We are testing concepts in mobile marketing in very targeted ways but are a bit reluctant to spend aggresively with a typical Broadway budget until we see that there is a large enough participating audience.
On the plus side, the story does project US subscriptions to TV program content on mobile phones to rise from only 1.2 million this year to 15 million in 2009.
We are very excited about what the future holds for this technology and believe it could potentially have a big impact on the theatrical world.
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