MovieFone and AmEx connect

Companies to promote each other, movie tix

By LEONARD KLADY

A joint marketing program between MovieFone and American Express was announced Wednesday in which the two will be promoting the sale of movie tickets via phone and the Internet.

American Express has signed on as an official sponsor of the company's telephone and MovieLink.com online service and will be featured prominently on 777-FILM and in national advertising. Reciprocally, MovieFone will be promoted in American Express advertising and in promotions to users of the credit card.

MovieFone, which operates in 32 cities in the U.S. and Canada, receives more than 2 million calls on average per week, with the vast majority of users searching out show times and titles. Advance movie ticketing, though growing, accounts for less than 10% of calls. The joint venture marks the latest effort to bolster public awareness and usage of advance purchasing.