The latest installment of the Twilight movies, Breaking Dawn, enjoyed one of the top-grossing opening weekends of all time (for some inexplicable reason) following its Friday debut. The movie also shared another distinction: it generated the highest percentage of mobile ticketing purchases in Fandango’s history, paidContent has learned.
Of all the tickets sold by Fandango to “The Twilight Saga: Breaking Dawn Part 1,” 22 percent were sold via mobile devices, the company plans to announce later on Monday. That’s a record for Fandango that was previously held by the last Harry Potter movie opening in July, during which Fandango sold 20 percent of its tickets through mobile devices.
Fandango’s mobile traffic has soared: it now accounts for 40 percent of all traffic to the company’s site, according to representatives. The company has a variety of smartphone and tablet applications that let you purchase tickets and on Friday it started allowing users to have tickets scanned for entry at participating theaters right from their mobile devices.
Mobile ticketing is not a new idea, but the growing number of people using it for such mainstream movies as Breaking Dawn (the fifth-largest movie opening ever in the U.S.) illustrates just how quickly smartphones are penetrating the market. Buying tickets this way–as opposed to walking up to the ticket counter and buying a paper ticket–also gives Fandango and its partners ways to gather data on ticket-purchasing habits that could help them target likely movie-goers with offers or ads more appropriate to their tastes.
Updated 10:46 a.m. ET to clarify that the film generated the largest percentage of tickets sold via mobile device as opposed to the largest number of mobile tickets.