Universal, Fandango team on promo

Studios aren't just using the Super Bowl to unveil trailers for their upcoming tentpoles. With more than 100 million people watching the big game each year, the majors are hoping to sell tickets to those pics, too. Universal Pictures and Fandango have paired up to add a tag directing viewers of the "Battleship" spot to Fandango's mobile apps and the company's microsite for Hasbro's boardgame-based actioner; users can sign on to receive a FanAlert email notifying them when "Battleship" showtimes and tickets are available in their area. Film sails into theaters in May. Promo, which includes a 15-second Fandango spot that will also air during NBC's Super Bowl pre-show, will give away five years' worth of free movie tickets. Ad will alert viewers that "a battle is coming," teasing the "Battleship" trailer that will air during the game. Online, Fandango will also promote the "Battleship" promo to its Facebook and Twitter fans. Campaign marks the first time Fandango has partnered with a studio in an on-air trailer spot to directly boost advance ticket sales, said Rick Butler, exec VP and general manager of Fandango. "We anticipate supporting all of our studio partners with on-air FanAlert promotional opportunities for upcoming films in the future." NBC is charging marketers up to $4 million for each 30-second ad during the Super Bowl. And by partnering with Fandango, U has found a way to find more value for its pricey ad buy. "This is an innovative collaboration that brings together the nation's leading moviegoer destination, Universal's epic film and the power of the Super Bowl," said Nick Lehman, president of digital for NBCUniversal Entertainment & Digital Networks and Integrated Media, which includes Fandango. "We are breaking new ground for effective movie marketing. By featuring a direct 'call to action' linking on-air movie promotion to advance ticket sales, Fandango will be instrumental in building enthusiasm among fans and helping to fill theaters with avid moviegoers." Contact Marc Graser at marc.graser@variety.com