• by Wayne Friedman , February 2, 2012

NBC Universal's Universal Pictures and its digital movie ticket company Fandango have inked a rare movie marketing deal for "Battleship," a big summer action movie, promoting the opportunity to buy advance ticket sales through a TV commercial in the Super Bowl.

Movie companies do a lot of Super Bowl brand awareness marketing -- with long trailers. commercials and content of big theatrical movies coming up. But few, if any, have pressed consumers to take action to buy advance ticket sales.

The end of a Universal's "Battleship" Super Bowl commercial will be tagged with Fandango messaging, directing consumers to go to Fandango.com or its mobile app, for advance ticket sales. There, they can enter a contest to win five years worth of movie tickets.

The companies believe it is the first time a movie company has tagged a TV commercial pushing consumers to buy advance movie tickets.

Up until the movie's release, fans can sign up to receive a special Fandango FanAlert, notifying them when "Battleship" showtimes and tickets are available in their area.

Teasing consumers before the game, a 15-second "Battleship"-themed Fandango spot running in pre-game programming will alert viewers that a “battle is coming.”

Universal Pictures and Fandango are sister companies of NBC Television Network, which is airing the Super Bowl this Sunday.

Nick Lehman, president of digital for NBCUniversal Entertainment & Digital Networks and Integrated Media, which includes Fandango, said: "We are breaking new ground for effective movie marketing."

In advance of the Super Bowl event, Fandango has been doing social media outreach to its 1 million-plus Facebook and Twitter fans, as well as promotion on its Web site and mobile apps.