Fandango will partner with National CineMedia to bring original video content to the advertiser’s ubiquitous in-theater pre-shows. There’s a big data component to the deal between the ticketer and the advertising company, as well.
As part of the pact, NCM gets access to demographic data Fandango collects about customers, which the companies says will allow them to deliver more targeted spots and programming. Financial terms of the partnership were not disclosed.
Though best known for selling seats to shows, in recent years Fandango has begun to emphasize original, digital programming. It lured Dave Karger from Entertainment Weekly to be its public face and begin offering up shows on topics ranging from Oscar contenders to horror films. The programming will air as part of NCM’s “FirstLook” pre-show on over 20,000 screens.
The deal kicks off this month, and will feature advertising spots and the company’s “We Love Movies” campaign, a series of humorous vignettes featuring “Saturday Night Live’s” Kenan Thompson as bespectacled, smoking jacketed, movie superfan Miles Mouvay.
In the first half of 2016, Fandango will also introduce more original content to the program, including “Reel Kids,” a series where kids sound off on new releases.