Lionsgate Getting Into The Mobile Game

When Variety, a leading trade publication in the entertainment industry, reports a deal, it’s usually a big one.

Variety has just announced that mobile entertainment firm Zed has struck a deal with Lions Gate Entertainment to collaborate on financing, developing, producing, marketing and distributing a series of mobile content efforts based on the studio’s films, television series, music and related endeavors.

In other words, entertainment content is being further entrenched in the future of mobile marketing.

Although financial terms were not disclosed, it is understood that Zed will create ringtones, wallpapers and games based on more than 12,000 Lions Gate properties, with the first mobile products scheduled to debut by the end of this year.

Lionsgate has 12,000 film and TV titles in its library, among them “Saw,” “Dirty Dancing,” “Mad Men” and “Crash.” Conversely, Zed reaches 53 countries, including the U.S. and China, and has deals with 130 wireless providers with a collective 2 billion subscribers.