Regal Cinemas, the second-largest movie theater chain in the United States, has inked a new multiyear deal with Fandango, the companies said Tuesday.
The Knoxville, Tenn.-based movie exhibitor has linked up with the Comcast-owned ticketing giant to offer advertisers access to Regal’s digital footprint alongside Fandango’s website and apps along with sister company Rotten Tomatoes’ platform. The companies say that, together, those platforms reach 50 million entertainment consumers monthly.
“In this new, expanded relationship with Fandango, it was important for both of our companies to find new ways to enhance the moviegoing experience for our guests and drive theatre attendance further for the industry,” stated John Curry, svp, commercial with Regal. “We’re already working on some exciting new ticketing, ecommerce and advertising initiatives and look forward to bringing them to market soon.”
Additionally, the deal will pave the way for Fandango users to pre-buy concessions at Regal locations on the ticketing company’s app and website. And the companies are planning to collaborate on collectible bundles and special-edition merchandise.
“We are thrilled to expand our longstanding relationship with Regal, by delivering exciting new ticketing offerings to Regal customers and industry-leading advertising solutions for studios and brands looking to reach our massive, combined audience of moviegoers,” added Fandango president Will McIntosh.
Regal, which operates 425 theaters stateside, is owned by Cineworld Group, which emerged from bankruptcy last August and has been restructuring its holdings under the leadership of CEO Eduardo Acuna. In July, the exhibitor disclosed that it secured $250 million to give its locations an upgrade, including for luxury recliners and other amenities.
Regal Entertainment Group
