Two upcoming summer releases, "The Hulk" and "Legally Blonde 2" will be promoted also using wireless marketing. As IAR reports, both Universal Pictures and MGM have decided to start mobile campaigns with text-messaging sweepstakes and themed ringtones.

Since "word-of-mouth" it's a key issue in a movie promotion, the decision to start using cellular phones to get people talk about movies appears to be particularly interesting.
In my opinion, the problem, again, might become the spam. Mobile phones (and mobile users) gotta be handled with care, privacy respect is not an option.