Sony Pictures Digital has put out mobile content in relation to Spiderman 3 but is still working out how to work with carriers and advertisers in the new medium, reports RCRNews. “You really need to take advantage of all the screens available to you,” said Andy Bishop, VP of mobile entertainment at Sony Pictures, which released a game, wallpapers, previews of behind-the-scenes footage, fan updates and user generated content for the mobile market. The company is actively seeking partnerships with carriers, distributors, broadcasters and other players in the industry, but has found that “many advertisers are not set up to work on three-screen promotion” and that carriers are keener to charge for content than to give away ad-supported content. Bishop pointed out that everyone expects free content on the internet and claimed the ad-supported model will eventually change subscribers’ perception of what they can expect for free, even though carriers have so far gotten (some of) their customers accustomed to paying for content. However, the studios are still reliant on the carriers as gatekeepers of their subscribers decks. “It puts studios, like Sony, on a fence as they try to balance free and pay-for promotional content.”
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