The app launch builds on Regal Entertainment’s broader digital push. The app is available for free download for iPhone and Android devices.

“Regal is focused on providing our customers convenient and accessible ways to plan a trip to the movies and that means using multiple channels and technologies,” said Roger Grover, director of marketing and communications at Regal Entertainment Group, Knoxville, TN.

“Our company identified a need to be a leader among theatre exhibitors by launching the Regal brand in the App Store and Android Market where many of our moviegoers are seeking movie information and are ready to make purchases,” he said.

Regal Entertainment Group operates 525 movie theatres in the United States and serves more than 211 million consumers.

Mobile movies
Using the app, users can find nearby theatres with either their device’s GPS or ZIP code.

The homepage is divided horizontally into four main areas that let users quickly find what they are looking for with tickets at the top.

Consumers can then view information, including address and phone number for the movie theatres.

The ticketing portion of the app is powered by Fandango, and consumers can pay through their Fandango account or as a guest.

Users can also view movie trailers, film photos and browse deals at nearby theaters.

Regal Entertainment Group has been chipping away at its mobile ticketing recently.

The company partnered with Fandango last year as part of a nationwide mobile ticketing initiative that lets users send tickets to their mobile devices via SMS (see story).

“The number of tickets sold away from the physical box office continues to soar and for the on-the-go lifestyle, the Regal app offers our moviegoers access to research movies, purchase tickets and receive the latest Regal offers in a quick and convenient way,” Ms. Grover said.

Quick tickets
Giving users the option to buy tickets via their handsets is a smart move for Regal Entertainment Group.

Mobile payments, especially for small items such as movie tickets, are quickly gaining traction as consumers get more comfortable buying through their devices.

Regal Entertainment Group is not the only movie theatre company tapping mobile to bolster sales.

Most recently, software provider Ticketsoft recently equipped its clients, including Landmark Theatres, to power mobile sales (see story).

“The dream is to move physical ticketing into a social, mobile ticketing format – it allows for last minute distribution and redistribution and also gifting,” said Gary Schwartz, president/CEO of Impact Mobile, Toronto.

Mr. Schwartz is not affiliated with Regal Entertainment Group. He commented based on his expertise on the subject.

“It also establishes a relationship with the entertainment goer allowing for popcorn upsell and reengagement post-film,” he said.

“Movie theatres is the one place that mobile ticketing has made inroads.”

Final Take
Lauren Johnson is editorial assistant on Mobile Commerce Daily, New York