Group Outings: Atom Tickets adds new promotions to its social movie-ticketing service

Features
Technology

Atom Tickets is a social movie-ticketing app that’s been around since 2014. Filmgoers can purchase admissions for approximately 19,000 North American cinema screens via the app. National Amusements’ Showcase Cinemas recently added its locations to the growing mix, which already included AMC Theatres and Regal Cinemas, two of the early investors in Atom.

It’s free to download via the Apple App Store, Google Play Store and on the company’s website, www.atomtickets.com. In addition to facilitating ticket purchases via QR codes on Atom-branded tablets and at in-lobby kiosks, consumers utilize the app for searching prospective movie titles.

Cinemagoers can easily invite friends or family to join them at the theatre via Facebook or their contact list. Users also have the option to skip the concessions counter line by pre-ordering favorite snacks on their mobile device. One in three customers currently utilizes the app for this purpose, with popcorn being the most common purchase.

High Profile Investors

In addition to AMC and Regal, financial backers include three of the leading Hollywood studios. According to Atom Tickets co-founder/chairman Matthew Bakal, “Working with Lionsgate, Disney and Twentieth Century Fox Film has been instrumental in understanding the needs of the studios (including marketing, technology and data) so that we can better deliver meaningful results to them. We’re helping them to understand movie consumers and their purchasing behavior. Our investors are very engaged with us and often share thoughts on our services and functionality of our product. They are also helping drive awareness of Atom.”

Influential Marketing Partners

The company has been adept at forging an impressive array of promotions with high-profile corporate allies. For example, Atom recently teamed with the Chase Pay banking app in conjunction with the celebration of National Popcorn Day on Jan. 19. Movie fans that paid for their tickets via Chase were treated to a free popcorn of any size at participating theatre locations. Regal also got into the action, utilizing the promotion to herald their circuit’s recent Cheetos flavor launch.   

A noteworthy partnership connected Atom to “Un-carrier” T-Mobile and Twentieth Century Fox Film, one of the company’s aforementioned studio investors. Pursuant to this promotion, T-Mobile customers are now eligible to purchase discounted $4 Tuesday night tickets to five 2018 theatrical tentpole releases.

“T-Mobile Tuesdays” officially kicked off Jan. 23 with Maze Runner: The Death Cure, which will be followed later this year by Red Sparrow, Deadpool 2, Alita: Battle Angel and Dark Phoenix. Tickets are available for purchase via the T-Mobile Tuesdays app and can be redeemed with the Atom app. As a bonus, customers of the mobile network can enter to win trips to attend movie premieres and other unique experiences, in addition to receiving access to movie streaming sneak peeks courtesy of T-Mobile.
Amazon and Sony also recently forged an alliance with Atom, enabling early ticketing for a special Jumanji: Welcome to the Jungle screening offered exclusively for Amazon’s Prime members a week before the movie was widely released. “Creating this special ticketed movie moment had never been done before and Primemembers loved the VIP treatment,” reports Bakal.

Analytics and Technology

“We believe analytics and measurement are core to what makes us a successful ticketing provider for customers, an advertising partner for studios and a technology provider for exhibitors,” Bakal declares. “We approach every problem from a data perspective—problems that range from testing the performance of different features to the messages and creative in our marketing campaigns.

“Lastly, from a technology perspective, we constantly monitor and measure the performance, latency and availability of the services that power our app and website, and our partner websites.”

Looking Ahead…

Bakal expects to see a faster pace of innovation. Atom is in the process of exploring technological ticket innovations. It is working with Regal Cinemas to pilot dynamic pricing, looking for the right way to approach ticket prices in the future.

Exhibitors are in the process of consolidating and the larger ones are on a path to become worldwide businesses. Studios are also consolidating and are very focused on direct-to-consumer moviegoer relationships.

“Look for Atom to deepen relationships with these partners and to grow additional partnerships so that we can provide the best consumer experience to help grow traffic and revenue in the theatrical window. It was recently announced by Amazon that we’re working on an upcoming Alexa feature, which speaks to our team's technical sophistication, relationships with the right partners, and the extensibility of our platform to additional channels,” Bakal concludes.