An alliance of giants was unveiled this week when Regal announced plans to partner with Fandango to create an online advertising network to reach the total of their customers. Under the agreement, advertisers could place ads on both company’s online platforms, reaching 50 million movie-interested consumers each month.
Regal is the country’s second-largest exhibitor, operating more than 400 movie theatres and 5000 screens across the U.S. It is the largest division of UK-based Cineworld, which also owns cinemas in 9 countries in Europe and Israel. Fandango is the world’s largest online movie ticketing service, selling millions of movie tickets annually to American moviegoers. Fandango also owns Rotten Tomatoes, the most widely referenced source of online movie ratings from critics and consumers. Fandango is jointly owned by Comcast/NBC Universal (75%) and Warner Bros. Discovery (25%).
In this week’s announcement, Regal’s SVP of Commercial John Curry stated, “We’re already working on some exciting new ticketing, e-commerce, and advertising initiatives and look forward to bringing them to market soon.” The goal is to drive attendance at Regal locations, sell more concessions and movie-themed merchandise, and profit from advertising from both studios and brands.