March 20, 2012, 4:43 PM

Yahoo makes a mobile movie ticket play with Fandango

The move makes it easier for mobile visitors to Yahoo Movies to buy tickets.

Lead Photo

The deal draws the search engine company closer to the ticketing firm.

Yahoo Inc. has found a mobile ticketing co-star in movie ticket e-retailer Fandango. The search engine and digital media company has inked a deal with Fandango to enable consumers to purchase tickets on mobile devices through its movie site Yahoo Movies.

Under the agreement, Fandango is the ticket provider for Yahoo Movies, a site that offers consumers access to showtimes, entertainment news and film trailers. The move makes it easier for mobile visitors to Yahoo Movies—which does not offer a mobile optimized site—to purchase tickets on the go through Fandango’s mobile-optimized site and apps and in some cases have digital tickets in the form of QR codes delivered straight to their mobile devices.

Consumers who access Yahoo Movies from their mobile devices and wish to purchase tickets are directed to Fandango’s mobile site to complete the purchase. While there, they are also prompted to download the Fandango app. Additionally, both desktop and mobile visitors to Yahoo Movies can choose to have paperless tickets sent to their mobile devices if the theater they have selected accepts paperless tickets. Fandango, which began selling paperless tickets late last year, now offers paperless tickets at around 1,200 of the 20,000 screens it works with. It says it plans to offer paperless tickets at several thousand more screens this year.

“Moviegoers on Yahoo will now have access to Fandango’s many innovations, including the paperless mobile ticket program and reserved seating at a growing number of locations,” says Rick Butler, Fandango’s executive vice president and general manager. Yahoo has offered movie tickets through its site before, but Fandango is its new partner.

Fandango, an early m-commerce player, announced in July that 20% of its summer movie ticket sales had from stemmed its mobile apps and site. The retailer today says consumers have downloaded its iPhone, iPad, Android, BlackBerry and Windows Phone apps more than 22 million times.

Earlier this year, Fandango signed a new ticketing agreement with Regency Theatres and AMC Theatres, offering consumers tickets to 3,000 additional screens. Yahoo Movies says it attracts more than 30 million unique U.S. visitors to its site each month.

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