Fandango will buy movie-ticket promoter Quantum Loyalty Solutions, the companies said Wednesday.
The online ticketer said that the purchase of Quantum will help grow its gift card business. Quantum is the owner of Hollywood Movie Money, which offers certificates that are accepted at more than 36,000 screens in the United States.
Also read: How Fandango Won the Online Movie Ticketing War
Fandango has made incursions into the movie promotions game in the past, but CEO Paul Yanover said Quantum is the big fish in the sector.
"We're excited because we're number two in this category, but they're number one, so when we combine operations, we have category leadership in this kind of service," Yanover told TheWrap.
The deal is expected to close by the end of the third fiscal quarter, and Yanover predicted there would be some "low hanging" opportunities to integrate Quantum's services over the remainder of the year.
Quantum has recently designed promotional campaigns for companies like Hershey's and General Mills around summer movies such as "Iron Man 3," "Despicable Me 2" and "Man of Steel."
Not only do these campaigns help consumers associate a particular brand with a popular film, they serve as useful promotions for Fandango as a destination for movie ticketbuyers, the company said.
"If you're in a Subway and you're seeing a movie franchise promotion that's tied to the Fandango brand it increases our reach and awareness," Yanover said.
Fandango said that Hollywood Movie Money's certificates will be redeemable through its website and mobile apps. Fandango provides online and mobile ticketing to more than 21,000 screens nationwide.