The U.K. cinema chain Cineworld is set to launch an e-ticketing system that integrates with Apple's Passbook, according to The Drum. The launch in the U.K. and Ireland, which follows an 18-month pilot, was announced during this week's Mobile Marketing Association forum in London.

Regan Andrew, head of the company's e-commerce, said the system is meant to reduce queuing times.

Mobile now accounts for 48 percent of the company's advanced sales, he told the magazine, with 28 percent of sales coming through its mobile-optimized site. Beyond conversions, he said, the system is meant to build ongoing customer relationships.

Most of the chain's mobile traffic and sales come from Apple devices, Andrew said, adding that it will begin working to crack the Android market going forward.

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