As Paramount unravels its tumultuous arrangement with DreamWorks SKG founders following the $1.2 billion investment they got from Reliance to form a new film studio powerhouse, the Viacom (NYSE: VIA) unit has announced its mobile plans for Eagle Eye, a film that will likely be one of the last from Paramount’s original DreamWorks team. Paramount Pictures is turning to Millennial Media for a mobile advertising initiative and promotional campaign for one of its films. The mobile advertising company has developed a WAP site where fans can enter their mobile numbers to join the Eagle Eye Mobile Challenge with a chance to win a $1,000 gift card for Circuit City. The campaign features scenes embedded into mobile banner ads and text-message updates that will be sent out to participants leading up to the film’s release. After joining the sweepstakes, participants will first receive a “mysterious call” on their cellphone, followed up by text messages. This is Paramount’s largest endeavor yet for a fall release, and marks the seventh time it’s partnered with Millennial. (Release).