* **Q: What is Fandango doing besides selling movie tickets?
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Entertainment / Movie Industry
Fandango CEO Outlines Strategy to Revive Movie Theaters Amid Evolving Trends
The movie theater industry faces ongoing challenges recovering from the pandemic and production delays, coupled with a slow start to the 2025 box office. Fandango CEO Will McIntosh, however, sees a path forward through technological innovat...
Key Insights
- **Technology Integration Needed:** McIntosh emphasizes that theaters lag in tech adoption compared to other industries. Fandango's concession pre-ordering feature, successful with AMC ($5M+ sales), highlights potential but slow wider uptake.
- **Loyalty & Premium Formats Matter:** Loyalty programs (free and paid) are crucial. Fandango's FanClub gained traction quickly. Premium formats like IMAX and RealD 3D are strong draws, with 77% interest.
- **Content Diversification:** Theaters can't rely solely on studio pipelines. McIntosh advocates for alternative content like sports, concerts, and TV events to fill gaps and create demand. 80% of moviegoers express interest in seeing sports in theaters.
- **Movie Discovery:** Social media (59%) and TV ads (54%) are primary discovery sources. Trailers and clips are effective, while Gen Z engages with user-generated content (TikTok, memes).
- **Audience Segmentation:** The Fandango study distinguishes between "Loyal" moviegoers (average 10 movies in 2024, prefer online ticketing) and "Casual" moviegoers (average 2 movies, more likely Gen Z/female).
- **Why This Matters:** Understanding moviegoer behavior and adapting the theatrical experience with technology and varied content are critical for the industry's recovery and future growth.
In-Depth Analysis
## The Challenge: Navigating a Tough Market
The past few years have been turbulent for cinemas. Post-COVID recovery met headwinds from the 2023 Hollywood strikes, which impacted the film slate. Fandango CEO Will McIntosh didn't mince words about the current climate, noting March 2025 was "historically one of the worst March's of all time for the box office." While optimism exists for upcoming summer blockbusters like "Jurassic World Rebirth" and "The Fantastic Four: First Steps," the need for resilience is clear.
## Fandango's Expanded Role
Fandango aims to be more than a ticketing platform. Owning Rotten Tomatoes and the Vudu streaming service (now Fandango at Home), the company aspires to be an "entertainment operating system," guiding users whether they choose theaters or home viewing. This broader ecosystem supports initiatives like merchandise sales (e.g., "Deadpool & Wolverine" necklaces) and the Fandango FanClub loyalty program.
## Bridging the Tech Gap
McIntosh highlights a significant underinvestment in technology within the exhibition sector compared to industries like restaurants or real estate. Fandango's concession pre-ordering service, allowing users to buy snacks via the app, demonstrates the potential. Despite AMC seeing strong results ($500k+ in concession sales via Fandango during Thanksgiving weekend 2024 alone), widespread adoption by other theater partners remains slow, a point of frustration for McIntosh.
## Content Beyond Hollywood
Reliance on a fluctuating supply of studio films is risky. McIntosh urges theaters to "create the demand" by embracing alternative content. Fandango's study supports this, showing high interest (80%) in viewing sporting events in cinemas. Concert films and special TV screenings (premieres/finales) also present opportunities to draw audiences during quieter periods for new releases.
## Understanding the Modern Moviegoer
Fandango's 2025 study surveyed over 5,000 people, revealing key trends: * **Discovery:** Social media is vital, especially user-generated content for reaching Gen Z. * **Purchasing:** Loyal moviegoers heavily favor online/app ticket buying (65%) compared to casual ones (49%). * **Experience:** Premium formats drive attendance. Concessions are popular (96% purchased in the last year), but pre-ordering is underutilized (only 42% loyal / 22% casual tried it). * **Loyalty Perks:** Waived fees, early ticket access, and bundles are top demands for paid programs. Loyal members value premium format upgrades, while casual members like gifting subscriptions.
FAQ
* **Q: What are the main challenges currently facing movie theaters?
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* **Q: What kind of content might theaters show other than new blockbuster movies?
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Takeaways
- The way you watch movies in theaters is changing, with more tech like mobile ordering and diverse content like sports likely coming soon.
- Check out theater and Fandango loyalty programs – they can offer real savings, better seats, and early access.
- Your preferences matter! How you buy tickets, what formats you choose, and your interest in different types of content influence theater decisions.
- The industry is actively working to make the big-screen experience more appealing and convenient.
Discussion
Do you think showing sports or concerts in theaters will catch on? What would make you go to the movies more often? Let us know!
Share this article with others who need to stay ahead of this trend!
Sources
Source 1: Fandango CEO Will McIntosh on How to Revive Movie Theatrers (Variety)
Source 2: Fandango 2025 Moviegoing Trends & Insights Study (Mentioned in Boxoffice Pro & LAist reports)
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