Twentieth Century Fox uses first ticketing ad unit on Snapchat
Twentieth Century Fox has become the first advertiser to purchase a ticketing ad unit on Snapchat. Users will be able to buy a ticket for 'X-Men: Apocalypse' by swiping a 3V ad; once they do this they will be taken to a place to purchase a ticket, without leaving the app. In addition to this, the advertising package includes a "lens takeover", where Snapchat users in the US will be able to turn their faces into characters from the movie. 

LOS ANGELES -- Moviegoers can now ditch online ticketing services and theater lines and buy their tickets for X-Men: Apocalypse using Snapchat.

On Monday, Twentieth Century Fox became the first advertiser on the app to purchase a ticketing ad unit.

That means that through to May 26, users will be able to swipe up on a 3V ad (a vertical video viewed by choice that runs between Live and Discover content) and be taken to a place to buy tickets for the upcoming movie -- without leaving the app.

Also available as part of the advertising package: A special "lens takeover," where Snapchatters in the U.S. will be able to transform own selfies into their favorite characters from the franchise.

The new X-Men installment, which hits theaters on May 27, brings together Raven (Jennifer Lawrence), Professor X (James McAvoy) and a team of young X-Men to fight mutants including Magneto (Michael Fassbender).



Snapchat users can pick from nine character-based lenses including: Apocalypse, Cyclops, Mystique, Storm, Nightcrawler, Magneto, Quicksilver, Professor X and Beast.

Many studies suggest teens and young adults vastly prefer YouTube and Netflix to traditional TV. This means that experimenting on new platforms has become a vital way to draw in viewers and attract new ones.

Snapchat has been key in helping more traditional Hollywood players broaden their audiences, with the platform reporting that 60% of U.S. smartphone owners between the ages of 13 and 34 are Snapchatters.

Fox previously partnered with Snapchat for its first sponsored lens with its film The Peanuts Movie(opens in a new tab) in November 2015.

Have something to add to this story? Share it in the comments.



