WASHINGTON, D.C. — Plex Inc. announced on Tuesday that its media‑center platform will now let users purchase movie‑theater tickets, leveraging anonymized viewing data to guide studios and advertisers toward more accurate demand forecasts.

The new “TicketBuy” integration draws on Plex’s discovery metrics, which the company says cover more than 30 million monthly active users in the United States. By matching viewing habits with upcoming releases, the service aims to surface showtimes that align with a user’s demonstrated interests, potentially increasing box‑office attendance for mid‑tier titles.

“We are turning passive viewing into actionable insight for the entire theatrical ecosystem,” said Jess Lee, chief product officer at Plex. “Early pilots in three major markets showed a 12 percent lift in ticket sales for films that were otherwise under‑performing.” The pilot, conducted with a regional chain, recorded roughly 5,000 tickets sold through the platform in its first month.

Studio executives see the data as a complement to streaming analytics. “The granularity of Plex’s audience signals helps us allocate marketing spend more efficiently,” said Maria Gonzales, senior vice president of marketing at Orion Pictures. “When we know that a 27‑year‑old in Chicago has watched several indie dramas, we can target that demographic with localized theater promotions.”

Key Takeaways

• Plex’s ticketing feature uses anonymized viewing data from over 30 million U.S. users.
• Pilot programs reported a 12 percent increase in ticket sales for selected titles.
• Studios anticipate more precise advertising spend based on real‑time audience insights.

While the initiative promises to bridge streaming metrics and box‑office performance, analysts caution that adoption will depend on consumer willingness to transact within a media‑center app and on theaters’ integration capabilities.