NBCU-owned movie-ticketing service inks sponsorship deal with Mentos for marketing stunt
NBCUniversal’s Fandango movie-ticketing website is launching a 10-part video series for Lionsgate’s “The Hunger Games: Catching Fire,” aiming to kindle more box office presales ahead of the pic’s Nov. 22 premiere.
According to Fandango, “Catching Fire” has been among the top five daily ticket-sellers since advance tickets went on sale Oct. 1.
Fandango has signed Mentos mints as sponsor for the marketing stunt, “‘Hunger Games’ Moments That Take Your Breath Away.” (Get it?) Promo material on the Fandango microsite, which went live Monday, will include cast interviews, retrospectives on the first film, fan contests and fashion guides — plus, natch, multiple opportunities to purchase “Catching Fire” tix for theaters nationwide.
Fandango has “created a compelling new vehicle to reach the millennial audience around blockbuster movies,” said prexy Paul Yanover.
The marketing promo, produced in association with online celeb-video producer Young Hollywood, will include a contest inviting “Hunger Games” fans to create art inspired by the death-match franchise that incorporates Mentos breath mints. Five winners will be awarded a “Catching Fire” prize pack.
SEE ALSO: Exclusive ‘Hunger Games’ Cast Photos
Fandango sells tickets to more than 22,000 screens nationwide, and has a deal with AOL’s Moviefone. Its chief rival is MovieTickets.com, a joint venture of AMC Entertainment, Hollywood Media Corp., National Amusements, Cineplex Entertainment, Marcus Theatres, Viacom and Time Warner.