Facebook is targeting the US movie ticket market by offering users a $2 discount on Fandango and Atom Tickets purchases.
Through a new partnership, users who buy a ticket on either service will automatically have the discount applied to their order total by the social media giant. The discount will be equal to any convenience fees levied by Fandango and Atom Tickets, which Facebook will cover.
It is only available to US mobile users for a limited time, with convenience-fee charges to be reinstated at a later date.
The promotion is seen as a move to encourage people to get into the habit of using Facebook to buy movie tickets.
“We know people already use Facebook to find movies to see in theatres,” Swapna Joshi, Facebook’s product manager for movie ticketing, said in a statement.
After on-boarding started last year, “this is another way we’re working with each of them to make going to the movies fun and easy.”
Facebook users can browse for films on the Facebook Movies dashboard or on the movie’s Facebook page. From there, customers can check showtimes and cinemas directly on Facebook then purchase tickets through Fandango or Atom.
All payments are processed by Fandango or Atom Tickets, and then, according to Facebook, users will be randomly presented with either Fandango or Atom purchasing options if both services are available for the same theatre.
Fandango has worked with Facebook for several years on ticketing features, including via the Fandango bot extension for Messenger.
The new promotion “is the perfect opportunity to help get fans into theatres to see some of the most anticipated movies of the year,” said Mark Young, Fandango’s senior VP global strategy and business development, according to Variety.
For Atom Tickets, the Facebook partnership promises to help it gain awareness as it competes with category leader NBCUniversal-owned Fandango (which recently acquired MovieTickets.com).
“It’s been great working with Facebook to offer a more convenient and social moviegoing experience that only Atom Tickets can deliver,” Alex Rouse, head of product for Atom Tickets, said in a prepared statement. “We’re about connecting people with the movies they love and are excited by this opportunity to inspire more people to go to the movies.”