Fandango Unveils New Global Brand Strategy for Latin America
What: Fandango, the digital network for moviegoers, is significantly expanding its presence in Latin America with a new global brand strategy. Ingresso.com, acquired by Fandango in 2015, is launching new cinema-focused ticketing platforms in Brazil this April. In Spanish-speaking Latin America Fandango (www.Fandango.lat) debuts in Peru, Colombia, Argentina, Mexico, Chile, Ecuador and Bolivia. Last year Fandango acquired Mexican movie ticket site Cinepapaya.com.
Why it matters: Fandango's expansion into Latin America has a strong consumer marketing aspect. But in the U.S. Fandango is also a digital advertising network as well as player in the coveted "data market". In fact, it entered into a partnership with national theater network NCM; Fandango will provide data about moviegoers to NCM in exchange for Fandango in-theaters movie promotions at NCM theaters. It will be interesting to see what advertising and data strategy Fandango implements in Latin America.