Plex, the platform that once let users share their movie collections, is now partnering with Fandango to sell movie theater tickets directly from its user interface. Starting today, US Plex users will see a Fandango ticketing option on title pages for currently playing movies, allowing them to purchase tickets directly from within the app. The integration with Kochava ensures studios and advertisers get a clearer picture of how their campaigns translate into ticket sales.

The deal with Fandango, which sells tickets for 31,000 movie theater screens in the US, means that data from Plex’s extensive user base can now influence ticket purchases. With over 100 million streaming decisions made each month, Plex claims to offer a unique insight into what movie fans are actively considering, from search history to cross-platform viewing habits.

“Plex has a unique view into what movie fans are actively considering, from what they’re searching for to what they’re watching across services,” said Jerramy Hainline, executive vice president at Fandango. By connecting these discovery signals with Fandango ticketing, Plex is making it easier for fans to turn their interest into a trip to the theater, while giving studios and advertisers a more direct, measurable path to ticket sales.”

Plex’s move into ticket sales is part of its strategy to monetize its content-discovery capabilities and expand beyond its media server software. It represents a significant step in the integration of streaming services with traditional movie theaters.