July 21, 2011, 1:50 PM

20% of Fandango summer movie ticket sales come from its mobile apps and site

Harry Potter opening weekend mobile sales hit $32 million.

Bill Siwicki

Managing Editor, Mobile Commerce

Lead Photo

Harry Potter boosted mobile ticket sales at Fandango.

It wasn’t magic that caused 19% of all Fandango tickets for the last Harry Potter film to be sold via mobile phones. Consumers are shifting their movie ticket buying to the mobile channel; in this case, buying more than $32 million worth of tickets for the film’s opening weekend, which hit a record gross of $169 million.

So far this summer, 20% of all Fandango ticket sales stem from the merchant’s mobile apps and m-commerce site, newly redesigned by Trilibis Mobile.

“With a sizable percentage of consumers owning a smartphone these days, mobile clearly plays a vital role in the success of movie ticketing,” says Jessica Yi, chief product officer at Fandango. “Fandango’s record-setting mobile ticket sales for the summer season is a clear example of this industry trend, and with our apps for the iPhone, iPad, Android, BlackBerry, HP webOS, Windows Phone 7 and others, we are pleased to deliver an easy-to-use, rich and entertaining on-the-go m-commerce experience to movie fans.”

Fandango redesigned its mobile site in May, just ahead of the summer movie season. The m-commerce site, like Fandango’s apps, allows moviegoers to browse through movies playing in their area, conduct a quick local search for movies that start within the hour by using the Go Now button, and securely purchase tickets.

Additionally, the mobile site now offers moviegoers an option to go paperless at select theaters with mobile tickets. This feature generates a unique mobile bar code ticket for a smartphone, which can be scanned by a ticket taker with special optical scanners, as opposed to common laser scanners.

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