Send a text message with the key word MOVIE to 87654
PRIZES & ODDS: 251 First Prizes: each, two (2) Free Movie Tickets (awarded as two $12 e-Movie Cash certificates redeemable at participating theaters); 2,250 Second Prizes: each, one (1) Free Movie Ticket (awarded as a $12 e-Movie Cash certificate redeemable at participating theaters);2,500 Third Prizes: each, a $5 e-Movie Cash certificate (redeemable for up to the stated value for concessions or movie tickets at any of the participating theaters); 95,000 Fourth Prizes: each, a $3 e-Movie Cash certificate (redeemable for up to the stated value for concessions or movie tickets at any of the participating theaters).
http://movie.mms.com/en-us/Rules