US movie ticket firm Fandango has revealed that up to 50 per cent of movie-goers are using its mobile ticket service at theatres where it is available. Fandango launched the service last autumn at more than 1,000 Regal Entertainment Group theaters. Tickets are sent to customers’ phones as mobile barcodes that are scanned by the ticket-taker.
“Mobile Ticket is turning out to be one of our most popular products,” says Fandango chief product officer, Jessica Yi. “It was immediately successful, as moviegoers recognized it as a convenience they wanted. Many theater managers at Mobile Ticket screens tell us it is one more reason why their customers like using Fandango to go to the movies.”
Fandango’s Mobile Ticket is currently available at more than 1,200 screens, as the company previously rolled out the service with two other chains, Reading Cinemas and Hollywood Theaters. Fandango has plans to roll out the service to 1,000 additional screens in its network this year. 
Fandango’s Mobile Ticket works with all mobile carriers, and does not require a smartphone or involve any additional payment. During 2011, Fandango saw a 59 per cent year-on-year increase in average monthly mobile traffic, peaking at 9m unique visitors per month, and has seen a 73 per cent year-on-year increase in mobile ticket sales to date.
