From a Wireless Review article:

If the list seems to contain pretty much every recent summer release except “From Justin to Kelly,” that’s the problem: When every movie has a wireless tie-in, it’s not so big a deal anymore. Each tie-in includes pretty much the same thing–games, ringtones and graphics–and Hollywood cachet aside, the promotions aren’t offering anything dramatically different from the standard content already available over wireless devices.

I think what this really shows is that wireless tie-ins are now as necessary as movie previews and fast food tie-ins. Every big summer movie needs a wireless presence. Of course, the success of a promotion will eventually depend on creating things that are new and interesting.