While men and women both rely on their mobile devices for movie information, men are much more likely to view trailers and even more reliant on advice from friends when deciding on a flick.

Second-screen activity appears to be rising exponentially as this season of Fall shows hits the first screen. According to GetGlue, activity around Sunday night premieres was up over 200%.

In some sense, the nominally useful app for the Advertising Week festivities in New York City reflects the nascent state of mobile marketing within the industry. Advertisers are still figuring out what they really want to do with the platform.