National CineMedia will benefit from insights on Fandango’s 42 million monthly unique visitors. Theater attendance might be on the decline, but it’s worth noting that 68% of the North American population – or 229.7 million people – went to the movies at least once in 2014, according to the Motion Picture Association of America.
And about 51% of all movie tickets bought and sold in North America were from frequent moviegoers, those who visit a theater once per month.
“It’s a very select audience, so for Fandango, running general advertising where there’s potential for 30-40% waste doesn’t really make sense,” said Marks. “We feel pretty confident that 100% of people who come into our theaters like movies.”
Although NCM has the most scale of any cinema movie network at 27,000 screens nationwide, reaching 700 million moviegoers annually, its audience-targeting tactics had been more of a blunt-force instrument than precision-based to date.
Its segments span three versions of FirstLook programming for G/PG, PG-13 and R-rated audiences, each of which has different types of brand messaging.
The Fandango deal, as well as a recent data licensing agreement with Movio, a data and analytics platform for film distributors, will help NCM build an “arsenal” of data, which will make it much more strategic in conversations with brands, Marks said.
“If you’re trying to reach a certain kind of person who likes romantic comedies [and eats] Mexican food before or after the movies, we’re going to have the data to tell them that,” said Marks. “I don’t care if you’re a cinema, TV or digital network. Everyone wants better data and better metrics to help understand the best way to target in that medium. Brands and agencies are buying in a much more video-neutral way.”