Customer engagement company Urban Airship and Vue Entertainment have unveiled what they claim to be the UK’s first Google Pay cinema tickets.

Customers can now add film tickets to Google Pay, effectively allowing them to skip the box-office queues. 

Urban Airship’s platform enables Vue to create and distribute personalised mobile wallet movie tickets across websites, apps and email.

Dan Green, head of digital, Vue Entertainment, said: “We are dedicated to offering the ultimate in big screen entertainment to our customers. We know that more and more customers are using mobile wallets and we always move quickly to adopt technology that will improve customer experience.

“Our commitment to launching broad distribution for Google Pay movie tickets is a great example of understanding customer behaviour and reacting quickly to give them what they want. It will also enable us to offer enhanced personalisation which we know customers value.”

Earlier this year, Urban Airship reportedly worked with Google Pay to create streamlined ticketing and boarding pass solutions.

Vue, starting with its portfolio of paperless sites, will rollout the combination of Google Pay’s new ticket support and the Urban Airship platform out this week.

Customers can also receive personalised offers through their ticket, whether that is a VIP seat upgrade or special promotions for specific showings, providing a premium experience.

Brett Caine, chief executive of Urban Airship, said: “Bringing physical and digital experiences together is more important than ever to streamline both customer interactions and business operations.

“Through our close work with Google Pay and Vue, we’re bringing mobile wallet movie tickets to everyone’s smartphone, eliminating the hassle of standing in queues, searching through emails for confirmations or having to first download another app. It’s all about getting guests to the best seats, concessions and the big show more quickly.”

Prakash Hariramani, director of Google Pay, said: “Our goal at Google Pay is to make transactions as seamless and functional as possible for consumers and to provide a great ticketing experience.

“Digitising users’ wallets offers many ways to streamline everyday tasks such as going to the movies and create richer experiences that benefit consumers and businesses alike.”

Image: Elliott Brown