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Fandango turns focus to innovating in-theater experiences via mobile

Digital movie ticketing service Fandango is boosting efforts to become a one-stop application for film content and entertainment services with a new innovation lab focused on ways to link viewers to film screens at theater locations. 

FandangoLabs is a new facet of the company, which will be developing innovations to bring to its digital properties for consumers to experience film viewing and theater attendance in a new manner, as well as increase convenience. The mobile app will be rolling out features leveraging interactive video and personalization, as well as location-based and social commerce features. 

?With more than half of Fandango ticket sales now on mobile, continuing to innovate the moviegoing experience on mobile will be a priority for FandangoLabs," said Paul Yanover, president of Fandango. 

FandangoLabs innovation

The team will be working to develop cutting edge technology and features within the app to bring consumers and the big screen closer together. Fandango is partnering with tech providers such as Apple, Google, Samsung, Amazon and numerous others to bring its customers cutting edge features. 

The brand is taking on a first-to-market strategy, in providing a variety of new features to its app and digital products, hoping to create attributes not yet seen in retail and marketing. 
Consumers will start to see new innovations through the New Year, while the brand continues operating its current properties such as its YouTube channel and apps for various iOS devices such as Passbook, Siri and Apple Watch as well as Google?s Android platform, Google Plus and Google Now. Fandango also provides embedded ticketing functionality integrated with film trailers on Samsung Smart TVs, phones and tablets.

Fandango tango
Fandango is continuing its past race to broaden its appeal and leverage its initial success for a more meaningful role in consumers? lives along with Shazam as the time spent with applications is increasingly relegated to a choice few (see more). 

It also is expanded its digital presence by bringing one of Brazil?s largest online movie ticketing services to its mobile application to gain greater traction within the Latin America film market (see more). 

?FandangoLabs will seek to accelerate the launch of exciting new moviegoing experiences that will delight fans by utilizing new technologies and business models," said Mr. Yanover. "We will be exploring new possibilities for mobile that include location-based services, social commerce, interactive video and personalization, among others.?

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Brielle Jaekel is editorial assistant at Mobile Marketer