Phone games/tablet games etc. are known for being quick turn-arounds.
These agile-type games can be changed much more quickly with content than PC or consoles, so they can fast-reflect changes/ads and events. That's the case with the "Sega Heroes" game who's panels are seen here. This game mixes around all of Sega's famous property-type characters so that it tries for a wide appeal. Even if you don't like Sonic, you may want Jet Grind/Jet Set Radio or other properties seen here.
This gets on "Movie" because of the top tile, still grayed out due to time restriction of it only appearing when the movie releases.
Naturally, it would want to promote the movie in the game, so here we have Movie-Sonic running along and the possibility to Win Silver Shards to get people to play the movie theme portion.
Screencap by DragonStar Planet