Ad-funded mobile content a hit with Irish men

3, Ireland’s fastest growing mobile network has today announced the addition of short films specially made for mobile called MOFILMS to its successful ‘Free Stuff’ platform on Planet 3.

MOFILM ( is a pioneer in mobile entertainment, representing a global community of filmmakers and content. Available genres range from Comedy, to Sci-Fi/Horror, Drama to Animations. MOFILMS are typically less than five minutes in duration and are designed to work well on smaller format screens.

The FREE service which is available to both Pre and Post Pay 3 customers is powered by mobile enabler Gorillabox (, and comprises of a range of mobile videos funded through advertising in the form of ten second adverts placed at the beginning and end of the content video stream. Bank of Ireland and 1800 Hotels were the first brands to recognise the value of positioning on this platform.

Launched in May the to wholly ad funded service has been a tremendous success with over 12,000 users in its first 3 months viewing an average of 40,000 video streams per month. Unsurprising almost 75% of users to date are male with Comedy, Sport and Music proving the three most popular choices.

Rob Langton, Head of Products, outlined the opportunities for advertising partners and the rationale of the addition of MOFILMS, “The ‘Free Stuff’ platform provides significant opportunities for brands who wish to position themselves in the mobile content segment. Demographic information is requested for first time content users, enabling 3 and Gorillabox to develop tailored content for consumers and target audiences for potential advertisers.

Continuing, Langton said, “Short compelling content works really well on mobile. People want to be entertained on the move whether that is on the train, at work, during their lunch break or whilst they are waiting in a queue. We are delighted to be working with MOFILM in this new and exciting way.”

Ben Philips, VP of Content & Licensing at MOFILM also commented, “MOFILMS are proving a great hit with all ages. At MOFILM we actively encourage filmmakers of any age or background to get involved with creating content for mobile. It’s fantastic that 3 is showcasing short form video and we hope to see many Irish filmmakers working with MOFILM in the future.”

MOFILMS include content by an Oscar winning scriptwriter as well as content from emerging filmmakers within the MOFILM community around the world. The market leaders in creating film content for mobile, MOFILM has worked with leading industry legends including Robert Redford, Kevin Spacey, Spike Lee, Isabella Rossellini and Irish filmmaker Ken Wardrop.

MOFILM also host the ‘Worlds biggest mobile film festival’ every year in Barcelona, Spain to showcase emerging talent from around the globe.

For more information visit