To infinity…and Facebook?
Dubbed Disney Tickets Together, the Facebook application gives users the opportunity to order tickets in advance for the Pixar film, which then alerts friends and followers of the purchase. The social networking experiment, the first of its kind, could essentially change the way Hollywood sells tickets online.
Dan Rose, Facebook's VP of partnerships and platform marketing, tells the New York Times, “What Disney is doing moves beyond just creating awareness to using the platform to acquire customers directly,” Rose said. “This is the first time that a movie studio has tried this, which we think makes a lot of sense because moviegoing is one of those activities that is inherently social.”
According to the Times, Disney unveiled the new application May 26 on the "Toy Story 3" Facebook page, which currently has over 735,000 fans.
While Fandango.com remains the Internet's most popular destination for online movie tickets, Facebook is the King of the Web with over 500 million users worldwide. Thus, a successful "Toy Story 3" campaign would certainly boost the industry's ties with social network sites in general, not just Facebook; something online marketing execs have been touting as the wave of the future.
And Hollywood could surely use the increased awareness, especially after a dismal Memorial Day weekend, which marked a seventeen year-low for overall ticket purchases.
Let's just see if Facebook users "Like" the new ticket application, first. After all, not every tough guy wants his friends to know about a future date with Buzz Lightyear and Mr. Potato Head.
"Toy Story 3" hits theaters June 18.