Snapchat, the widely used photo creation and sharing social network, has partnered up with 20th Century Fox to sell X-Men: Apocalypse tickets to those who use the app.
According to Mashable, Snapchat users will have the option to click on a vertical video ad that will be displayed once they open the app to purchase tickets. The ad will bring them to a new window where they can purchase the tickets, but all of this will be done within the confines of the app itself. This is different than how many social networking platforms operate now, which runs an ad that users can click on and then takes them to a web portal page to purchase the actual item.
Fox is the first company to use Snapchat as a platform to sell directly to consumers, but that's not the only way the studio is taking advantage of the app. Part of Snapchat's appeal is the various filters users can use to enhance their images or make entirely new ones — for example, the ability to "face swap" with someone else in the photo. To promote the movie, Fox has made a variety of characters from the film available as filters that users can use to transform their photos.