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Fandango CEO Will McIntosh on How Loyalty Programs, Pre-Ordering Concessions and Alternate Content Can Revive Moviegoing

Fandango CEO Will McIntosh thinks movie theaters need to embrace innovations in ticketing, loyalty programs and concessions.

Thanks to a series of acquisitions, it now owns Rotten Tomatoes, an aggregator of film reviews, and Vudu (rechristened Fandango at Home), which sells and rents digital copies of movies. It also has launched a program that allows customers to pre-order concessions, so they won’t have to wait in line for popcorn and soda, and has begun offering merchandise tied to new releases, such as the “Deadpool & Wolverine” friendship necklaces it sold last summer. Fandango is celebrating its 25th anniversary at CinemaCon, the annual exhibition industry trade show taking place in Las Vegas this week; but it’s clear that the past five years of that quarter-century mark have been the most challenging in its history.

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