Universal, Fandango team on promo

Pre-Super Bowl spot will add tag to apps for 'Battleship'

Studios aren’t just using the Super Bowl to unveil trailers for their upcoming tentpoles. With more than 100 million people watching the big game each year, the majors are hoping game promotions lead directly to ticket sales.

Universal Pictures and Fandango have paired up to add a tag directing viewers of the “Battleship” spot to Fandango’s mobile apps and the company’s microsite for Hasbro’s boardgame -based actioner; users can sign on to receive a FanAlert email notifying them when “Battleship” showtimes and tickets are available in their area.

Studios will also use the big game to promote Disney’s “The Avengers,” and “John Carter,” Par’ “G.I. Joe: Retaliation” and “The Dictator,” and Relativity’s “Act of Valor,” while Sony is buying pre-game spots for “21 Jump Street” and “Ghost Rider: Spirit of Vengeance.” Lionsgate will use that time to hype “The Hunger Games.”

Promo, which includes a 15-sec ond Fandango spot that will also air during NBC’s Super Bowl pre-show, will give away five years’ worth of free movie tickets. Pre-show ad will tease the “Battleship” trailer airing during the game. Film sails into theaters in May.

Online, Fandango will also promote the “Battleship” promo to its Facebook and Twitter fans.

Campaign marks the first time Fandango has partnered with a studio in an on-air trailer spot to directly boost advance ticket sales, said Rick Butler, exec VP and general manager of the tic ket site. “We anticipate supporting all of our studio partners with on-air FanAlert promotional opportunities.”

NBC is charging marketers up to $4 million for each 30-second ad during the Super Bowl. And by partnering with Fandango, U has found a way to find more value for its pricey ad buy.

“By featuring a direct ‘call to action’ linking on-air movie promotion to advance ticket sales, Fandango will be instrumental in building enthusiasm among fans and helping to fill theaters with avid moviegoers,” said Nick Lehman, president of digital for NBCUniversal Entertainment & Digital Networks and Integrated Media, which includes Fandango.

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