Fandango Marketing Latin America

Fandango unveils new global brand strategy for Latin America


By Kyle O'Brien, Creative Works Editor

March 27, 2017 | 4 min read

Fandango, the leading digital network for moviegoers, is expanding its focus in Latin America, a fast-growing market for theatrical films.

Fandango Latin America

Fandango announces new brand strategy for Latin America

The company announced today (March 27) at CinemaCon, the annual convention for theater owners, that it is rolling out a new global brand strategy that includes the launch of new ticketing destinations at its subsidiaries in Brazil and Fandango Latin America (formerly Cinepapaya), as well as seven key countries in Spanish-speaking Latin America: Peru; Colombia; Argentina; Mexico; Chile; Ecuador and Bolivia.

“We’re beginning an exciting new chapter for Fandango in Latin America, as we debut completely new digital destinations for moviegoers across the region, under one unifying brand identity,” said Paul Yanover, Fandango president.

“We’ve experienced tremendous momentum over the past year growing our exhibition footprint, increasing ticketing and building these exciting new products that will better serve our customers and partners for years to come.”

Fandango made its first international move in November 2015, acquiring Brazil’s number one online ticketer, In December 2016, the company acquired Cinepapaya, expanding beyond Brazil.

This April, will be launching a new website and mobile apps for Android and iOS focused on serving moviegoers. The experiences will offer enhanced search and browser capabilities and a new streamlined checkout process, making it faster and easier for consumers to discover movies and purchase movie tickets. They will also offer a variety of digital payment options including PayPal, Visa Checkout and Masterpass. The sleek new design, modern logo and colors will reflect Fandango’s global brand identity, which is being introduced across Latin America.

Like Fandango in the US, looks to serve moviegoers wherever they are thinking about, and looking for movie information. Recently, Ingresso introduced new technologies that enable strategic partners to integrate the company’s showtimes and ticketing directly onto their platforms. For example, the company executed a social commerce program with Facebook and Universal Pictures that incorporated Ingresso’s ticketing for Fifty Shades Darker on the Facebook platform.

To help drive more Brazilians to the cinema, is also launching a new promo code business that will help brands and studios connect with consumers through movie ticket rewards, promotions and loyalty programs.

Fandango Latin America (, formerly Cinepapaya, is debuting its new digital platforms in Peru, Colombia, Argentina, Mexico, Chile, Ecuador and Bolivia, and will be supported by a consumer marketing campaign.

In addition to rolling out new ticketing conveniences, the company will offer even more original and exclusive content for movie discovery. For example, the company will be launching a Spanish language version of Weekend Ticket, a weekly digital video series published by Fandango in the US to help consumers with their moviegoing decisions.

In 2016, Cinepapaya grew its screen count 92% and has already more than doubled its ticketing business in the first quarter of 2017 (year-over-year). The company will also continue to innovate on behalf of its exhibitor partners. With the goal of driving more consumers to theaters, Fandango Latin America plans to help exhibitors stay ahead of the latest technology and social media trends.

Fandango plans to further invest in Latin America in the areas of technology, marketing and content so the company’s subsidiaries can continue to serve consumers, exhibitors and studios at the highest level.

Fandango Marketing Latin America

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