Was Universal expecting ‘Iron Man’ to be this big? I don’t know. They probably didn’t think they were getting the second prize by buying the ‘The Incredible Hulk’ distribution rights, while Paramount bought ‘Iron Man.’ But now Universal is using ‘Iron Man’ to sell ‘The Incredible Hulk’ to their audience. People who are currently calling MovieTickets.com for ‘Iron Man’ tickets are receiving a paid advertising message.

The computer will ask the caller, “Like Tony Stark? See more of him in ‘Incredible Hulk’ in theaters on June 13. Press 1 to get a text message reminder…” If they do, they will get a SMS the day before ‘The Incredible Hulk’ opens. “We’ve done audio ads for ticketing sites in the past. This was a really cool opportunity to contextually target and serve the ad to a really relevant, hyper-targeted audience, and have the ability to re-target them,” Megan Crowell of advertising agency Ignited said.

Apptera, the company that implemented the message, said the campaign saw a 3% sign-up rate. “What the studio wants to do is get a big opening weekend, to have these time bombs, people carrying cell phones that start buzzing on opening day,” they said. So there you have it. Hollywood’s new way to target you, cell phones. Last month we saw a similar idea with the new Batman movie. Some people got a call about ‘The Dark Knight,’ with some questions about Harvey Dent.

It must be that time again in Hollywood. After Hilary Swank, Nicole Kidman now also committed to a biopic. Kidman will play Dusty Springfield, an Amy Winehouse type of girl. Not only because of her voice, but also because of her drug and alcohol abuse. Some themes may not be uncommon to Nicole Kidman, since much of Springfield’s trouble took place when she moved to Hollywood in the seventies.

Kidman will also produce the movie, which will be written by Michael Cunningham, the writer of ‘The Hours.’ And while this project is financed by Fox, Universal is working on a similar movie. Creating a situation resembling the two Truman Capote biopics that went head to head, Universal is currently developing a Dusty Springfield biopic with Kristin Chenoweth.

It’s quite a striking move by Universal Pictures. While they just released ‘Forgetting Sarah Marshall’ last weekend, this weekend they add ‘Baby Mama’ to their list of comedies. The movie with Amy Poehler (Saturday Night Live), is expected to open in the high-teen millions, just like Marshall. Meanly because of the 12- to 16-year-old girl demographic.

Universal isn’t expecting these girls to overlap with Sarah Marshall’s audience. But some say the ‘Baby Mama’ visitors could be taking away some tickets, since it might do well with older women too. Nevertheless, this is another slow weekend at the box office and with all the big budget blockbusters coming up, this could have been the best spot.