Fandango unveils new global brand strategy for Latin America
Fandango, a leading digital network for moviegoers, is significantly expanding its focus in Latin America, one of the world’s fastest-growing theatrical film markets, the company announced at CinemaCon, the annual convention for theater owners. Fandango new global brand strategy includes the release of innovative new ticketing destinations at its subsidiaries Ingresso.com in Brazil and Fandango Latin America, formerly Cinepapaya, in seven key countries in Spanish-speaking Latin America.
“We’re beginning an exciting new chapter for Fandango in Latin America, as we debut completely new digital destinations for moviegoers across the region, under one unifying brand identity,” said Paul Yanover, president of Fandango. “We’ve experienced tremendous momentum over the past year growing our exhibition footprint, increasing ticketing and building these exciting new products that will better serve our customers and partners for years to come.”
Fandango made its first move internationally in November 2015, acquiring Brazil’s No. 1 online ticketer, Ingresso.com. In December 2016, the company acquired Cinepapaya, expanding beyond Brazil, into seven new countries including Peru, Colombia, Argentina, Mexico, Chile, Ecuador and Bolivia.
This April, Ingresso.com will be launching a brand new website and mobile apps for Android and iOS focused on serving moviegoers. The experiences will offer enhanced search and browser capabilities and a new streamlined checkout process, making it faster and easier for consumers to discover movies and purchase tickets to the cinema. They will also offer a variety of digital payment options including PayPal, Visa Checkout and Masterpass. Fandango will introduce its new design, logo and global brand identity across Latin America.
Like Fandango in the U.S., Ingresso.com is looking to serve moviegoers wherever they are thinking about and looking for movie information. Recently, Ingresso introduced new technologies that enable strategic partners to integrate the company’s showtimes and ticketing directly onto their platforms. For example, the company executed a social commerce program with Facebook and Universal Pictures that incorporated Ingresso’s ticketing for Fifty Shades Darker on the Facebook platform.
To help drive more Brazilians to the cinema, Ingresso.com is also launching a new promo code business that will help brands and studios connect with consumers through movie ticket rewards, promotions and loyalty programs. Ingresso will be leveraging the expertise of the U.S.-based Fandango Rewards business, which has been running movie ticket promotions for over a decade with leading brands and companies in a variety of industries, such as consumer packaged goods, telecommunications, financial services, quick service restaurants, and others.
Fandango Latin America (fandango.lat), formerly Cinepapaya, is debuting its new digital platforms in Peru, Colombia, Argentina, Mexico, Chile, Ecuador and Bolivia, and will be supported by a consumer marketing campaign. In addition to rolling out new ticketing conveniences, the company will offer even more original and exclusive content for movie discovery. The company will be launching a Spanish language version of “Weekend Ticket,” a weekly digital video series published by Fandango in the U.S., to help consumers with moviegoing decisions.
In 2016, Cinepapaya grew its screen count 92 percent and has already more than doubled its ticketing business in the first quarter of 2017 (year-over-year).