Fandango and National CineMedia form strategic partnership
Fandango and National CineMedia (NCM) announced a new strategic relationship that will bring Fandango’s original video content to the big screen nationwide as part of NCM’s “FirstLook,” America’s top cinema-advertising pre-show. The deal will also exclusively provide NCM with a select aggregated set of Fandango’s moviegoer demographic data, which NCM will combine into its broader data-management platform, enabling more effective in-theatre advertising and content targeting for NCM’s marketing partners.
Starting this month, moviegoers will see advertising spots and a variety of comic vignettes from Fandango’s new “We Love Movies” campaign, featuring the company’s first-ever brand personality, movie superfan Miles Mouvay, played by “Saturday Night Live” star Kenan Thompson. The videos celebrate moviegoing and will be seen as part of NCM’s “FirstLook” pre-show on over 20,000 movie screens nationwide.
In the first half of 2016, Fandango will also introduce more original content to NCM’s “FirstLook” program, including its Fandango Movieclips video series, “Reel Kids,” hosted by comedian Dan Perrault. “Reel Kids” is a short-form series where kids provide their honest and often humorous feelings on theatrical movies.
As part of the relationship, Fandango will provide NCM with select sets of aggregated moviegoer data from various films. NCM will integrate these film-specific insights along with other premium data sources as part of an overall integrated data solution to more effectively identify moviegoer segments for improved audience targetability.
“We want to super-serve moviegoers anytime and anyplace with engaging movie information and video content,” said Fandango president Paul Yanover. “So it was natural for us to team up with NCM, whose ‘FirstLook’ in-theatre program is enjoyed by millions and is a great distribution platform for Fandango’s video content. We look forward to working with NCM to deliver exciting new programming to moviegoers, and are happy that our new data relationship can help ensure that the right content and advertising reach relevant audiences.”
“Fandango is a top provider of original content for movie fans, so this relationship is a natural fit,” said Cliff Marks, NCM’s president of sales and marketing. “Their insights into moviegoer behavior will be a key piece of movie audience data that will be added to our growing data and targeting capabilities platform, as we look to better serve our in-theatre audiences and marketing partners with timely, targeted and relevant content and messaging.”