Online ticket sales firm Fandango is launching FandangoLabs, a new research and development unit dedicated to innovating moviegoing products and services. This includes making the moviegoing experience a more convenient one with such items as advanced ticketing to drive theater attendance. FandangoLabs will explore new options across location-based services, social commerce, augmented and virtual reality, interactive video, and personalization among others, with an eye on releasing products in 2016.

FandangoLabs’ advisory board is comprised of leaders across the film and technology sectors including Dave Hollis, Walt Disney Studios EVP, Theatrical Distribution; George Dewey, Head of Digital Marketing, 20th Century Fox; David Doyle, Chief Information Officer, SVP, Regal Entertainment Group; Alwyn Hight Kushner, President and COO, TCL Chinese Theatres; Jason Blum, founder and CEO of Blumhouse Productions; and Jennifer Panasik, Portfolio Director, Media & Technology, IDEO. Global design firm IDEO will serve as a Fandango innovation partner in the venture.

“At Fandango, we’re at the intersection of entertainment, technology and consumers and we are excited to help drive innovation for the industry,” said Fandango president Paul Yanover. “We’ve formed FandangoLabs so that the industry and consumers can benefit from our unique position in the movie ecosystem to foster the development of engaging new products and experiences for the millions of moviegoers and fans who use Fandango.”

Fandango has implemented a first-to-market strategy to deliver ticketing, trailers and other movie-related content on multiple emerging platforms on mobile, Web, TV and connected devices. The company has partnered with Apple, Google, Samsung, Amazon and others that share like-minded goals to super-serve its consumers.

Fandango has created market-leading apps for Apple’s iOS devices, Passbook, Siri and Apple Watch and Google’s Android platform, Google Plus and Google Now, and operates the No. 1 movie trailers and content channel on YouTube with Fandango Movieclips. The company powers a movie trailer service with embedded ticketing functionality on Samsung Smart TVs, phones and tablets, and has movie trailer and video channels on Hulu, AOL and Roku. Fandango also provides ticketing to movie content portals including IMDb, Yahoo Movies, Moviefone and MSN.