Case Study 6

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Southern New Hampshire University *

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Marketing

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Jan 9, 2024

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docx

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Case Study Samantha Morgan Southern New Hampshire University Tami Brouillette
The best option is to buy cheap movie tickets while on the go! Fandango, an online movie ticketing platform, is stepping up its efforts to become a one-stop application for film content and entertainment services. The company recently opened an innovation lab devoted to discovering new and creative ways to connect viewers to movie screens at theater locations. The multiple award-winning Fandango movie app has been downloaded by more than 38 million users across various platforms. The updated Fandango app for iOS 7 is available for free in the App Store (Spangler, 2020). The objective is to use a smartphone to buy movie tickets. Despite all of the features that Fandango offers, this mobile app simplifies the process of watching trailers, reading reviews, and becoming familiar with movies for users. The brand is trying to go first to market with a number of new features added to its app and digital products in the hopes of creating features that aren't seen in retail or marketing yet (Spangler, 2020). Fandango also expects to expand their brand by partnering with other well-known brands such as Apple, Google, Amazon, etc. Since acquiring M-Go, the transactional movie and TV digital storefront from DreamWorks Animation and Technicolor in 2016 and rebranding it as FandangoNow, Fandango has been preparing for the shift in consumer behavior toward streaming (Spangler, 2020). This mobile app's target user base would be anyone who enjoys regularly streaming or viewing movies.
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