Update, 9:58AM: It’s the battle of the advance movie ticket online sellers. Moments after Fandango announced a ticketing integration on Instagram, Atom Tickets has news on a similar function. This puts the mobile online ticket app in connection with a 200-million-Instagrammer universe. One of the upsides of the Atom app is that allows a moviegoer to feasibly add friends from their Facebook contacts to their movie ticket purchases thus creating a night out, as well as skipping the concession line with advance purchases. The winner here in this Atom-Fandango Instagram annex: Studios and exhibition. They’re continually looking to lure lackadaisical millennials, who head to superhero, Star Wars films and genre pics and nothing else. Their opinions on social media can determine the financial fate of a film days before its opening. And Fandango and Atom are stepping further into that conversation.

Previous, 8:59 AM: Fandango said today it has launched a ticketing integration on Instagram that will allow users of the social network access to showtimes and ticketing at more than 30,000 screens nationwide. As of today a “Buy Tickets” button is now available on Fandango’s Instagram profile, joining the “Shop” button that connects users to movie merchandise and ticketing offers.

The plan also includes the rollout of movie-specific Instagram destinations in the coming weeks.

Fandango has been plenty busy of late, with the ticketing service counted for 35% of Avengers: Infinity War’s U.S. box office haul in its opening week. It currently is pre-selling tickets for Disney’s Solo: A Star Wars Story, which saw its totals double that of Black Panther pre-sales in the first 24 hours.

“As millions of movie fans have gravitated to social media platforms to discover, share and engage with their favorite movie content, Fandango has been essential to that experience, offering ticketing capabilities and access to the most comprehensive network of U.S. theaters,” Fandango president Paul Yanover said. “We’re very excited to integrate ticketing into our Fandango Instagram, and look forward to working with our studio partners to help transform consumer passion into advance ticket purchases.”

The ticketing service has also recently rolled out a rewards program and digital payment platforms on its service.