"Moviegoers are increasingly elusive to reach. We want to be able to deliver our content to them to view on the device they want to view it on, in the highest theatrical quality," Jack Pan, VP of marketing at Disney's Buena Vista Pictures Marketing, told ClickZ News.
"Marketers want to follow consumers wherever they are. More and more, they are on portable devices," said Todd Boes, the VP of marketing at Maven. "Consumers are increasingly in control today, and as marketers realize that, they want to deliver their content to them wherever they are."