Moviefone

The movie features provided an enhanced template catering to top box films. These special movies would provide original Moviefone content such as exclusive interviews, videos and photos for the audience.

Movies are great with others so we wanted to engage the user by providing easy access to local showtimes for movie theater’s nearby and connect with your social network for other friends with the same interest. 

The Moviefone mobile apps provided a mobile first approach, focusing on the primary use case of finding movies to watch while you are on the go. The app architecture prioritized movies near you for easy selection and ticket purchase within context of the user's location and movie watching history.

The news section of the Moviefone site was powered by the robust Huffington Post platform. This section was particularly important to develop as a strategic shift to provide more news coverage. 80% of the Moviefone audience would visit the site only when they were interested in going to the movies. The news section would provide an alternate reason for the audience to visit the site in between their movie watching times. It also provided an additional way to push content through their social network with the open graph technology. We introduced a contextual movie utility module within the article story that would allow the user to view and purchase local showtimes tickets, save the movie to their rental queu or receive an alert for the pre-release date.

With the shift of strategy and focus onto editorial, we performed a brand workshop with all team leads to identify what the Moviefone brand voice should be. There was a general consensus to move away from the traditional “hello, and welcome to moviefone” persona and evolve the brand into a more mature yet witty voice that would encapsulate the audience with smart commentary and movie reviews.