STUDIOS DEVELOPING PAID APPS TO MARKET MOVIES

Looking for ways to cut the increasing costs of marketing movies online, Sony Pictures and Trigger, a digital marketing agency, are teaming up to offer a free Green Hornet game app for mobile phones that can be upgraded for a fee, the London Financial Times reported today (Monday). The two companies have agreed to split profits generated by the upgrade, the newspaper said. Trigger President Jason Yim told the FT that studios develop apps for only about half the movies they release. “The studios are leaving money on the table,” he said.