YP Partners With Fandango for Movie Search and Ticket Purchasing

Consumers can now purchase movie tickets when searching for theaters on Yellow Page’s (YP) website or app, as part of a new partnership with Fandango.

Under the collaboration, when users search for movie theaters on the former YellowPages.com, they’re asked to choose a theater, movie, and showtime. After making their selections, users can buy their tickets right there, without having to exit the website or app and go onto Fandango’s.

This is the latest in a series of integrations for YP. In recent months, the local search site has partnered with OpenTable and GrubHub, allowing users to book reservations, and peruse menus and order food, respectively. A September partnership with local data provider Goodzer also added enhanced data to more than 3,000 business categories.

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Big-name integrations like Fandango and GrubHub have helped YP rebrand itself as a digital entity, while also making it more competitive in the search category. Darren Clark, chief technology officer at YP, says the ultimate goal behind these partnerships is to make it so users can do as much as possible, as quickly as possible, within the YP experience.

“Local search is definitely a crowded space, which is why we have strategically invested in our consumer experience and are focused on delivering great content,” Clark says. “To win in local, you have to have reliable data; rich information like photos, menus, service information; and deep integrations.”

Kevin Lee, chief executive (CEO) of digital agency Didit, believes that the industry’s ongoing shift toward mobile is a catalyst for app innovation.

“APIs power the Internet these days and payment options are increasing, making mobile payments more frictionless,” Lee says, adding that integrations increase the YP app’s stock.

“The reality is that consumers only keep a small fraction of apps they download and so not only do partnerships make an app more valuable for the consumer – making it more sticky, improving retention – but they also provide additional revenue and monetization opportunities for the primary app,” Lee comments.

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