WB's mobile Green Arrow

Entertainment companies are finding advertisers for their mobile content difficult to come across, reports The New York Times.

While Hollywood studios invest more content in mobile delivery, companies prepared to sponsor that content are scarce. This is attributed in part to the infancy of the business model.

Studios producing the entertainment admit the growth predicted for mobile marketing requires a long-term view. Clearer business models, which may engender more ad participation, are tied to the eventual debut of Apple's iPhone.

Meanwhile, studios continue seeking ways to adapt long-form movies to mobile devices for promotion purposes, a model that in itself is speculative because general public reception of promotional material us uncertain.