Snapchat does something useful, lets you buy 'X-Men' tickets

Although they're sitting out Comic-Con, 20th Century Fox is going big with their Snapchat-based promotions for Friday's release of X-Men: Apocalypse. While users will notice Snapchat's filter lenses are all mutant-themed today, the movie studio has also pulled out another super power: letting users buy tickets directly from Snapchat ads that show up in the Discovery section.

The ads, which show up for users in the U.S. as they flip through Discover tab stories, also allow users to swipe up to jump over to Fandango or MovieTickets.com to buy tickets and put those butts in seats. The ads themselves are a new product that Snapchat has been testing as the platform contemplates shifting to a more ad-friendly, algorithmic content feed. Last month, Snapchat also built some shopping-enabled ads for Lancome and Target that ran alongside content in Cosmopolitan's channel.