Moviefone's Comeback: Relaunching App and TV Series After 35 Years
For millions of moviegoers in the ’90s, Moviefone’s 777-FILM number was the go-to source for learning about showtimes. Now, under new ownership, Moviefone is trying to make a comeback.
On Friday, as part of its 35th anniversary celebration, Moviefone announced the relaunch of its mobile app and a new nationally syndicated broadcast TV series.
New Mobile App: Enhancing the User Experience
Set to launch in private beta this month, the new app is designed to enhance the current web experience, allowing mobile users to:
- Search for showtimes and tickets for the latest releases.
- Discover trending movies and TV shows.
- Access Moviefone’s original video content, including celebrity interviews, behind-the-scenes content, reviews, and more.
The public app launch is set for this summer.
Moviefone TV: Expanding Original Media Offerings
Moviefone TV, meanwhile, is the company’s effort to grow the original media offering of its business by bringing its entertainment content to different TV stations across the U.S.
A Brief History of Moviefone
After debuting in 1989, Moviefone later became a popular online ticket seller and movie information brand before websites like MovieTickets.com and Fandango.com even existed. It went through a few acquisitions, getting snapped up by AOL in 1999, and much later, the original parent company of MoviePass, Helios and Matheson Analytics, which went bankrupt in 2020.
That’s when Cleveland O’Neal, TV producer and the creator of daytime entertainment show “Made in Hollywood,” stepped in to lead a revival.
Targeting a New Generation
The forthcoming app signals that Moviefone is attempting to stay relevant as it caters to a new generation of digital-first movie lovers. As 80% of Moviefone’s audience is aged between 18-44, the company says this calls for the development of an app to compete effectively in the market.
Moviefone TV's Distribution Strategy
The company’s weekly TV series airs this fall, but it hasn’t yet shared which stations it’ll be available on. (That will depend on the market.) There is a possibility that the show could be broadcast on the same networks as “Made in Hollywood,” which has a deal with CBS.
Given the continued declining popularity of traditional television, though, Moviefone TV also plans to launch on undisclosed streaming platforms and free ad-supported streaming TV (FAST) services.
Notably, it also plans to bring on social media influencers to appear on the show to draw in younger viewers.
Will Moviefone Make a Successful Comeback?
It’s uncertain if this will truly mark Moviefone’s comeback, but it will be interesting to see how the company approaches it. The resurgence of moviegoing in theaters post-pandemic suggests that people may be nostalgic enough to check out its relaunched app.
The Rise, Fall, and Potential Rebirth of Moviefone: A Detailed Analysis
Moviefone, a name synonymous with 90s movie culture, is attempting a resurrection. For many, the simple act of dialing 777-FILM was the gateway to showtimes and movie information. This pre-internet convenience made Moviefone a household name. However, the digital revolution, spearheaded by sites like Fandango and MovieTickets.com, gradually eclipsed Moviefone's dominance.
The AOL Acquisition and Subsequent Decline
AOL's acquisition of Moviefone in 1999 seemed promising at first, but the brand struggled to maintain its relevance in the face of rapidly evolving technology. The rise of broadband internet and sophisticated online ticketing platforms left Moviefone playing catch-up. The company changed hands again when Helios and Matheson Analytics, the parent company of MoviePass, acquired it. This acquisition proved ill-fated, as Helios and Matheson Analytics declared bankruptcy in 2020.
Cleveland O'Neal and the Revival Effort
Enter Cleveland O'Neal, a TV producer best known for creating "Made in Hollywood." O'Neal's decision to take the reins represents a bold attempt to breathe new life into a dormant brand. The core strategy revolves around two key initiatives: a revamped mobile app and a nationally syndicated TV series.
The New Mobile App: A Modern Approach
Understanding that the majority of Moviefone's audience is digitally native, the new mobile app is designed to provide a seamless and comprehensive moviegoing experience. Key features include:
- Advanced Search and Ticketing: Users can easily find showtimes and purchase tickets for the latest releases.
- Personalized Recommendations: The app will offer tailored movie and TV show recommendations based on user preferences and trending content.
- Exclusive Video Content: Access to celebrity interviews, behind-the-scenes footage, and in-depth reviews aims to enhance user engagement.
Moviefone TV: A Multi-Platform Strategy
Recognizing the shifting media landscape, Moviefone TV is adopting a multi-platform distribution strategy. While aiming for traditional TV syndication, the company also plans to launch on streaming platforms and FAST services. This approach allows Moviefone to reach a broader audience and cater to diverse viewing habits.
Leveraging Social Media and Influencer Marketing
To attract younger viewers, Moviefone TV intends to collaborate with social media influencers. This strategy acknowledges the significant role influencers play in shaping the entertainment choices of younger demographics. By featuring influencers on the show, Moviefone hopes to tap into their existing audiences and generate buzz.
Challenges and Opportunities
Moviefone faces several challenges in its quest for a comeback. The entertainment landscape is fiercely competitive, with established players like Fandango, IMDb, and streaming giants vying for audience attention. Furthermore, the decline of traditional television poses a significant hurdle for Moviefone TV.
However, Moviefone also has several opportunities. The resurgence of moviegoing post-pandemic suggests a renewed interest in theatrical experiences. The brand's nostalgic appeal could resonate with older audiences, while its new digital initiatives could attract younger viewers. Ultimately, Moviefone's success will depend on its ability to deliver a compelling and relevant entertainment experience across multiple platforms.
Key Takeaways
- Moviefone is attempting a comeback with a new mobile app and TV series.
- The company is targeting a younger, digital-first audience.
- Moviefone TV is adopting a multi-platform distribution strategy.
- The company faces significant challenges in a competitive entertainment landscape.
- Nostalgia and a renewed interest in theatrical experiences could provide opportunities for success.
The Future of Moviefone
The relaunch of Moviefone represents more than just a nostalgic revival; it's a test of whether a beloved brand can adapt and thrive in a radically different media environment. By embracing digital platforms, leveraging social media, and delivering engaging content, Moviefone aims to recapture its place in the hearts and minds of movie lovers. Whether it succeeds remains to be seen, but the effort itself is a testament to the enduring power of a well-known brand and the timeless appeal of the movies.
