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The movie business just got its own “Got Milk?” ads.

Online ticketer Fandango is launching a new promotional campaign, dubbed “We Love Movies,” that will feature a diverse range of notables, from Slash to Larry King, rhapsodizing about the joys of a darkened theater.

These athletes, musicians, and TV stars will recount the joys of watching such films as “The Sound of Music,” “Finding Nemo,” “Rocky,” and, ahem, “Purple Rain,” on the bigscreen.

Fandango will also be giving away a year’s worth of free movie tickets as part of the campaign, as well as launching an original video series, “I Love Movies,” airing across Fandango’s digital network.

The show’s first guests will include NBA All-Star Dwight Howard, Reba McEntire, skateboarding legend Tony Hawk, heavyweight champion Evander Holyfield and country music artist Darius Rucker.

It’s an opportune time for the promotional effort to launch, because many industry analysts expect that 2015 will be a record-breaking year at the box office. “Avengers: Age of Ultron,” “Star Wars: The Force Awakens,” and “Minions” are just a few of the hotly anticipated sequels and tentpole films landing in theaters in coming months.

The video series was the brainchild of Fandango chief creative officer Sandro Corsaro, who will unveil more details about the campaign at a panel at CinemaCon, the exhibition industry conference unfolding this week in Las Vegas.