This is becoming a little meta: Beginning this month moviegoers will see pre-film ads promoting online ticket buying as a result of a new relationship between Comcast’s Fandango and National CineMedia.

Terms of the deal are murky — for example, there’s no word about whether any money will change hands.

But Fandango will “exclusively” provide the No. 1 theater ad seller with “select sets of aggregated moviegoer data from various films,” the companies say.

Fandango’s customer information “will be a key piece of movie audience data that will be added to our growing data and targeting capabilities platform, as we look to better serve our in-theater audiences and marketing partners with timely, targeted and relevant content and messaging,” says NCM Sales and Marketing President Cliff Marks.

Audiences who arrive in time to watch NCM’s FirstLook will see Fandango ads featuring Saturday Night Live‘s Kenan Thompson. In the first half of 2016 Fandango will also serve up material from its Reel Kids short form series where “kids provide their honest and often humorous feelings on theatrical movies.”

Fandango President Paul Yanover says he’s “happy that our new data relationship can help ensure that the right content and advertising reaches relevant audiences.”