Fandango recently announced a new global brand strategy for Latin America. Portada interviewed Adam Rockmore SVP, Head of Marketing and Communications, to learn more about the initiative. Rockmore is responsible for shaping Fandango’s brand positioning, and its programming and membership strategies around the total moviegoing experience – from movie discovery, planning and decision-making to ticketing, in-theater engagement and social sharing. Rockmore oversees all marketing functions at Fandango.
Adam Rockmore, CMO Fandango.: “We are building the brands by honing expertise gained in the United States and localizing the experience for Latin American moviegoers. Our marketing will focus on new capabilities and new platforms for each brand. CinePapayahas, the recently acquired Mexican unit, has been rebranded with a new name, Fandango Latin America, and new features for Spanish-speaking moviegoers with more exclusive original contact for movie discovery (such as a Spanish language version of “Weekend Ticket”). For Ingresso, Fandango’s Brazilian unit, we are looking at new cinema-focused ticketing platforms with integrated showtimes and ticketing, enhanced capabilities, new technologies and expanding the Ingresso audience. Our goal is to continue super-serving consumers with everything movies and to keep the Fandango Latin America and Ingresso brands top of mind for fans looking for movie-related information. We will develop regional campaigns that include TV, print and online marketing, trade shows and events. We will be working with local agencies for targeted campaigns in each country, and specifically, in Argentina, Colombia and Mexico and of course Brazil.”
How many movie theaters are part of Fandango’s network in Latin America?
A.R.: “Fandango Latin America and Ingresso will have enhanced performance capabilities with new interfaces and services making it easier for moviegoers to locate their preferred cinemas. Our affiliated theaters account for thousands of screens throughout Latin America.We currently sell tickets in Brazil, Perú, Colombia, Chile, Argentina, Ecuador, Bolivia and Mexico, and will soon sell tickets in Panama and Nicaragua. Our exhibitor partners include Cinemark, Cinepolis, Cine Pavillion, Cinestar, Cinebox, Cinetix, Cinema City, Go Cinema, UVK Multicines, Movie Times, CinecolombiaProcinal Bogota, Procinal Medellin, Royal Films, Village Cinemas and Cine Paraiso.”
How is the Latin American marketing campaign different from the ones you do in the U.S?
A.R.: “Whether it’s Fandango in the U.S, Fandango Latin America or Ingresso, at the end of the day, our goal is to super-serve consumers, exhibitors and studio partners. However, in Latin America, we plan to tailor each campaign to the region it serves. The Fandango brand is well-known in the U.S. and our goal is to grow the brands in Latin America. The new brand identities for Ingresso and Fandango Latin America are the result of quantitative and qualitative studies conducted in the Latin American market. The new marketing campaigns integrate key elements of Fandango’s U.S. brand, while also presenting a new tone of voice and positioning for the Latin American market. In all cases, the brands will reinforce the company’s dedication to super-serving moviegoers.”
Will Fandango’s Latin American sites also sell advertising into those sites?
A.R.: “Yes, Fandango will sell advertising across Fandango Latin America and Ingresso, supporting both studio and non-studio advertisers to reach passionate movie lovers. We currently have one of the most significant ad inventories in the cinema industry and have a dedicated team that works together with a third-party to sell inventory. It is too early to announce third-party data partnerships like the one we have in the U.S. with NCM.”
Note: In the United States, NBC Universal, the owner of Fandango, sells advertising into Fandango properties. In Latin America Fandango is working out the correct way to monetize its ad platform through advertising. Both Cinepapaya in Mexico and Ingresso in Brazil have monetized their sites through advertising before they were acquired by Fandango.