Publishers have been making a push toward contextualized ecommerce lately.

Add The Hollywood Reporter to the list.

In a partnership with Fandango announced yesterday, readers will be able to purchase movie tickets directly from stories on the THR website and mobile app starting May 2. Fandango services close to 75 percent of the nation’s movie screens across the country.

"As The Hollywood Reporter’s traffic continues to grow to a more consumer-facing audience-comScore now cites nearly 8 million domestic uniques-enabling our movie fans with the ability to buy tickets through Fandango right from our editorial pages adds tremendous value to our readers," says Lynne Segal, senior vp and publisher of THR.

THR did not disclose details on what the economics of the deal would be and did not respond to request for comment in time for publication.

As Segal alluded to in her statement however, THR has transitioned from a weekday trade paper into a glossy weekly with an eye toward consumer audiences over the past three years.

The shift has come in tandem with upheaval at the top ranks of its publisher, Prometheus Global Media, as well. Prometheus named Ross Levinsohn its CEO in January, just six months after Dottie Mattison took the job.

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