Online auctioneer eBay Inc. has delved into the movie business by way of a relationship with Internet ticketer Fandango, the firms said Monday.

Financial terms of the exclusive relationship were not disclosed.

EBay vp strategic partnerships Gary Dillabough said Fandango will get home page placement on eBay on a rotating basis, in addition to more narrowly targeted banners aimed at users who are perusing movie memorabilia and DVDs for sale. Clicking the banner takes the user to the Fandango Web site.

In return, Fandango visitors seeking advanced tickets to the "King Kong" remake, for example, will be served a link to "Kong" memorabilia for sale on eBay.

The Fandango relationship comes a year after a rare movie marketing relationship with 20th Century Fox where ads for the films "I, Robot," "Taxi" and "Alien vs. Predator" were featured on eBay's home page.

Dillabough said eBay users' passion for movies -- more than 50% of eBay's visitors have been to a movie theater at least once in the past 30 days -- encouraged the company to pay closer attention to the film industry.

"We're scratching the surface," he said. "By the middle of next year we'll know more. We're hoping entertainment is a clear winner for us."

Fandango president and CEO Arthur Levitt said: "There's great crossover potential to this relationship, and we hope this is the beginning of a long and fruitful relationship."

Fandango is locked in a battle with MovieTickets.com for control of the burgeoning online ticketing industry. MovieTickets.com has relationships with MSN Movies and America Online's Moviefone while, besides eBay, Fandango has hooked up with Yahoo and Amazon.com's IMDb.com.

According to Jupiter Research, the online movie ticket industry will grow at an 18.4% annual rate from 2004-09, with $1.3 billion in tickets sold over the Internet in 2009.