Brands Make a Match With Dating Apps

20th Century Fox, Crunch Fitness test out new ads

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Twentieth Century Fox last week launched an ambitious ad campaign on Tinder for its forthcoming comedy Spy, underscoring how dating apps have been embraced not only by consumers but also top marketers.

The studio will offer fans in 50 cities the chance to catch an early screening of the June 5 release, starring Melissa McCarthy and Jude Law. Four of the movie's characters got fake Tinder accounts, and fans who "swipe right"—what people do on the app when they show they are interested in someone—can RSVP to attend a local screening.

"[With] straight mobile advertising, you don't really get an ROI other than a click-through," said Fox domestic theatrical marketing president Marc Weinstock.

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