Online ticket services give moviegoers new options

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    By Valerie Jinii Thatcher

    Sold out movies and long lines could be a thing of the past. Online movie ticket Web sites are making a trip to the movies easier.

    “It”s all I use because I don”t have to stand in line. It”s the fastest way to get into the theater,” said Phillip Wood, Vice President of Information Systems of Cinemark Theaters.

    Online ticket Web sites are a great success. They allow moviegoers to choose what movie they want to see, where to see it, and consumers can purchase tickets from their own home.

    “We have a lot of repeat customers because what they”ve discovered is the convenience and the lack of headache that comes with buying your tickets in advance. You know that you”ll have a seat to the movie you want to see,” said John Singh, public relations manager of Fandango.

    Online ticket Web sites such as Fandango and Movietickets.com have associations with exhibition partners. These partners are some of the largest movie theater chains in the nation, including the world”s largest movie exhibitor, Regal Cinemas.

    The direct partnership with the movie chains allow for customers to buy their tickets directly from the theaters. In the past, a company would contract with a movie theater and buy a block of tickets to sell independently online.

    The partnership with online movie ticket Web sites has many benefits for the theaters as well.

    “We”re able to sell tickets in advance and it makes things easier for customers so we have shorter lines,” Wood said. “It requires fewer staff to actually service those in line.”

    “We are certain this is changing … the way that people see and plan for movies,” Singh said. “This is the ability to plan your trip to the movies in advance.”

    These companies are working to make going to the movies more convenient. Some of the current projects in the works include exclusive lines for online customers for purchasing concessions and eventually preordering concessions online and reserved seating in the theater.

    “Ultimately what we”d like to see is the kind of experience where somebody comes to Fandango, orders their tickets, has the seat reserved for them and also has their concessions reserved for them. Once they get to the movie theater they can pick up their popcorn, go directly to their seat that”s already held for them and enjoy the movie,” Singh said.

    One idea that is currently being tested is called Print-At-Home Ticketing. This system allows the customer to buy their tickets online and print them on their home printer.

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