2 December 2013 10:34 AM, PST | Variety - Film News | See recent Variety - Film News news »

Sony Pictures and 20th Century Fox are testing sponsored posts in Yahoo’s Tumblr mobile apps, as the studios look to drive buzz for upcoming releases with ads placed in a listing of the site’s most-popular blogs.

The ads will appear in the “Explore” tab on Tumblr’s mobile app for iOS and Android, which lists daily trending blogs editorially curated based on various data sources around traffic and follower surges.

Starting Monday, 20th Century Fox began running sponsored posts for horror thriller “Devil’s Due” in the trending blogs section, linking to the Tumblr site for the movie (set to bow in January). The studio plans a similar campaign for Ben Stiller-starrer “The Secret Life of Walter Mitty.”

Sony on Dec. 5 plans to launch sponsored posts in the Tumblr trending section linking to The Daily Bugle blog, as part of its trailer launch for “The Amazing Spider-Man 2, »

- Todd Spangler

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