Once a film is ready for release the few months prior to its release turn out to be the most crucial in terms of revenue collection and for deciding the fate of the film. This is primarily because of the way the packaged product is marketed to its audiences. And it is no secret how the publicity agency experts are constantly scouring aggressively for unexplored avenues to promote the film.

Press conferences, media meets, music launches, out-of-home advertising, print media, film trailers, contests, road promotions and online portals have somehow never been enough. And therefore it's not surprising that with the proliferation of mobile phone ring tones; this area of the music industry is being actively poached and exploited by keen capitalists within the film promotion industry.

According to reports it is forecasted that globally 60% of music sales will come from online and mobile music. And with ring tones being the dominant in the mobile music category, it is no wonder really that this is the next most lucrative option for film promotion. It is said that the revenue generated from the mobile platform is substantial. An average film is reported to gross approximately a little over a million as mobile revenue as compared to a big production banner film that could fetch roughly over a four million.

With the aggressive drive to achieve 360 degree communication, promoters are looking to converge media channels as effectively and efficiently as possible. And the film industry is going digital what with the available mobile, internet and TV channels that are being continuously technologically enhanced. Specialized agencies devoted to promotions through the mobile phone platform are offering complete packages for film promotions in an attempt to cash in on the popular medium: not only can one download mobile phone ring tones of the upcoming film's songs but consumer's can also call a number to listen to the songs before downloading them and listen to interview snippets of the film's cast and crew.

One of the reasons for mobile phone ring tones having become so popular with the film fraternity is because of the lack of message wastage and the opportunity to reach out to the audiences effectively. Having film songs set as mobile phone ring tones, results in message recall not only for the mobile phone user but also for people around the user who listen to the ring tone being played. Researchers say that leads to the spread of something similar to an epidemic and before you know it the mobile phone ring tones are being shared amongst groups. And thanks to the technological boon of Bluetooth, Infrared and WAP, transferring data is not only hassle free but also cost free.

It is said that downloadable mobile phone ring tones make a business of more than $45 million worldwide and not a single report has predicted its abatement. In fact, there are several attempts to forecast its growth in leaps and bounds. In countries such as India, home to the largest film industry in the world, music composers compose ring tones of not only the film's OST but other popular tracks as well. Interestingly enough, this has also resulted in royalty issues stemming among the music industry with composers demanding a separate fee for the adaptation of their work to mobile phone ring tones.

From the consumers view point, they are only concerned with the value received at the end of the day from the usage of a particular media channel, and if in the case of mobile phone ring tones entertainment is what they are after, and if that is what they are getting, satisfaction on usage is achieved. For the production house, return of investment is a priority and if they can be assured of uninterrupted consumer attention through mobile phone ring tones; they will be only too happy to spend on this medium.