• by Mark Walsh  @markfwal, September 16, 2008

PointRoll and the Aura Group have released the latest version of MovieConnect, a tool that lets studios text-message local movie showtimes within a rich media unit directly to mobile devices.

 

PointRoll licenses the service from The Aura Group--which specializes in online and wireless ad solutions--for rich media placements that can be included in all of the company's ad units and used within Flash banner ads on any cell service.

The MovieConnect application launched last year allows consumers to sign up to receive text messages directly from rich media units. By rolling over a PointRoll unit, consumers can enter their mobile number and ZIP code to receive local listings and showtimes directly on their mobile device when they become available.

The new version uses geotargeting technology to automatically establish a user's location, display the closest theaters and show times within the unit. Consumers can then choose to have specific movies, theaters and showtimes sent to their phones to take on the go.

Users can also modify their geotargeting information, such as expanding the radius of their location.

"MovieConnect 2.0 offers convenience for anyone, providing relevant information within the banner ad, interfacing directly to consumers on their phones," said David Bailey, CEO of the Aura Group, in a statement. "It gives a new meaning to 'brand lift.'"

MovieConnect also aims to create targeted advertising with a local focus that can help studios and theaters increase ticket sales and enable tracking of individual customer interaction and behavior. PointRoll CEO Jason Tafler said the service gives entertainment marketers another way to engage consumers with targeted content on their mobile devices.