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Fandango and Telemundo to Target Hispanic Audience with Fandango Cine

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by Anne Thompson
May 1, 2012 3:05 PM
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Twelve-year-old Fandango is not one to miss a trick as it continues to move digital ticket-selling onto multiple mobile platforms. The idea is to be able to decide what to see and buy a ticket via smart phone and/or Facebook app. But online is still Fandango's primary driver of movie ticket sales. Paying heed to the country's fast-growing demo and most frequent moviegoing population (according to the MPAA, the Hispanic audience goes more often to the movies, seven times a year, than the average moviegoer's less than four), Fandango is partnering with Telemundo Media to form Fandango Cine. Launch of the Spanish-language site is planned for fourth quarter 2012.

According to the Motion Picture Association of America, 43 million Hispanic moviegoers purchased 351 million movie tickets in North America in 2010, up 16 percent from the prior year. "While Hispanics make up about 16% of the U.S. population, they represent 28% of today’s frequent moviegoers, according to Nielsen, and they are nearly twice as likely as general market moviegoers to see a movie on opening weekend,” said Peter Blacker, EVP of Digital & Emerging Media, Telemundo Media.

Dedicated to reaching U.S. Hispanic movie fans, Fandango Cine will be integrated into telemundo.com, mun2.tv and fandango.com to maximize Telemundo’s connection with Hispanics and Fandango’s expertise with movie content and ticketing. Fandango is run by NBCU Entertainment & Digital Networks and Integrated Media.
 
Fandango Cine will offer movie-related editorial and video programming in Spanish from Fandango, Telemundo, and mun2, including original features, interviews, and movie guides – all geared toward Hispanic moviegoers. The site will provide Fandango’s movie show times and ticketing access to the nation’s najor theater chains, along with mobile barcode ticketing and reserved seating at select theaters.
 
Spanish-language web site Telemundo.com had its best year ever in 2011 in U.S. video streams. Its ad revenue was also up by 18% in 2011 vs. the previous year.
 
Fandango just finished its best first quarter ever, more than127% over last year.  The company has partnered with AMC Theatres, Regency Theatres and other chains to expand its theater network by 19%, and signed a ticketing deal with Yahoo. 
 

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