This should go over well with theater owners and studio reps huddling in Las Vegas for the annual CinemaCon convention: Comcast’s Fandango will unveil today a new May-through-August ad campaign featuring celebrities talking about films that influenced them with the catch phrase: “We Love Movies.”
Fandango isn’t saying how much it will spend, but it’s more than it devoted to any previous campaign. The promotions developed by Stun Creative will appear on broadcast and cable TV, radio, and digital platforms — the online ticket sales service isn’t sure yet about newspapers or magazines.
There’ll also be an original video series, “I Love Movies” on Fandango’s digital networks. Episodes will include interviews with celebs including NBA’s Dwight Howard, Reba McEntire, X Games icon Tony Hawk, boxer Evander Holyfield, Larry King, Slash, and singer Darius Rucker talking about favorites such as The Sound Of Music, Rocky, Finding Nemo, The Spy Who Loved Me, The Naked Gun, Purple Rain, and National Lampoon’s Christmas Vacation.
The goal is to “leverage every property and partner platform across our network to ignite consumer excitement around moviegoing and drive theater attendance,” says Fandango President Paul Yanover.
In addition to the ads and programming, Fandango will have a daily sweepstakes giving winners a year’s worth of tickets. It also will support events including the Twilight Concert Series on the Santa Monica Pier, the Essence Festival in New Orleans, and the BET Experience at L.A. Live.