‘SNL’s’ Kenan Thompson Plays Movie Super Fan Miles Mouvay in New Fandango Campaign

His character, born in a movie theater, has been created to promote film fandom and the company’s move toward content creation

“Saturday Night Live” star Kenan Thompson is Fandango’s new brand ambassador and will play movie super fan Miles Mouvay in the ticketing service’s new comprehensive media campaign, the company announced Monday.

Starting immediately, the character will be seen in his first commercial promos on TV, online, mobile and in theaters as part of a campaign that promotes the company’s innovations in ticketing and expansion into content creation.

Fandango partnered with Stun Creative, a Los Angeles-based advertising agency, to create a 360-degree campaign for Miles, who was born in a movie theater and carried home in an extra-large popcorn bucket. His story will then play out over a series of eight 30-second commercials, 18 digital videos, online advertising, print ads, in-theater commercials, outdoor billboards and profiles on Twitter (@fandangomiles), Instagram (fandangomiles) and YouTube.

Thompson’s character will be rolled out on cable next week, appearing in spots on “The Tonight Show Starring Jimmy Fallon,” “Jimmy Kimmel Live!,” “The Late Show with Stephen Colbert” and others.

“We’re excited to introduce Fandango’s very first brand personality, Miles Mouvay, as brought to life by the ever-likable and charismatic Kenan Thompson,” says Fandango SVP and Head of Marketing, Adam Rockmore. “Our new brand ambassador Miles possesses an infectious enthusiasm that will spark excitement for Fandango’s ticketing innovations, perks like our VIP rewards program, our original movie-related programming, top-ranking trailers and clips and many other services.”

The campaign featuring Miles Mouvay is launching in conjunction with Fandango’s “We Love Movies” marketing program, which has featured Ryan Seacrest and Steve Harvey, and sponsored events like CMA Music Festival, LA Dodgers Games and the BET Experience.

Thompson is best known as one of “SNL’s” longest-serving cast members, but in his teenage years he also starred on Nickelodeon’s “All That.” He is also known for his roles as Kenan Rockmore on the sticom “Kenan & Kel,” which ran from 1996 to 2000.

See an image of the character below, and watch the video above.