Fandango has found its Colonel Sanders.
The online ticketer is launching the largest campaign in its history featuring a new mascot created with “Saturday Night Live” star Kenan Thompson.
Meet Miles Mouvay, America. In a series of spots that will air on television, online and in movie theaters, Thompson will play Mouvay, a movie super fan who is outfitted in a traffic-cone colored smoking jacket and a pair of thick spectacles that appear to have been lifted from “The Ipcress File.” Mouvay feasts on movie trivia, always has a box of popcorn at the ready, and would not be out of place at movie junkets or hyperventilating alongside a red carpet.
The multi-million dollar advertising effort is the biggest in the company’s history and is being launched in part to promote its mobile ticketing options. There will be eight 30-second commercials and 18 digital videos, along with outdoor billboards throughout New York City and Los Angeles. The first television commercials debut this week and spots will appear on shows like “The Tonight Show Starring Jimmy Fallon,” “Jimmy Kimmel Live!,” “The Late Show With Stephen Colbert,” “The Late Late Show With James Corden” and “The Voice.” Fandango does not typically run television spots.
Fandango, which is owned by Comcast, has been investing heavily in its digital video offerings. The company purchased MovieClips, a site that offers up memorable films scenes, in 2014, and it has launched a series of shows centered on upcoming movies, awards contenders and genre films.