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X-Men: Apocalypse tickets available to buy on Snapchat as 20th Century Fox makes use of new ad format

Forget standing in line for a cinema ticket, X-Men fans can now head over to Snapchat to secure their seat thanks to the platform's ticketing ad unit.

20th Century Fox is the only brand so far to make use of the format, which lets users buy tickets without leaving the app, as part of a takeover to promote the new X-Men installment.

The first-of-a-kind tie up will run until 26 May and will see commercials hosted on Snapchat's Live and Discover hubs direct viewers to a ticket store within the app. As part of the deal, a series of sponsored Snapchat filters will allow fans to overlay their selfies with famous characters from the franchise including Apocalypse, Cyclops and Mystique.

Snapchat has had ticket functionality for some time now, and since an estimated 60 per cent of US smartphone owners between the ages of 13 and 34 are now thought to be Snapchatters, it's no surprise brands like Fox are keen to experiment with the messaging service.

Fox was the first US advertiser to make use of Snapchat's lens offering last year, inviting moviegoers to customise their pictures with images of Snoopy and Woodstock.

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