Update: The word is
MCCHICKEN, text it to 36346 to get a $1 movie ticket code.
Starts at noon PST. Fandango.com is offering $1 movie tickets for the first 8000 to text the word of the week (will appear on the page at noon) to FNDGO (36346) as part of a McDonald's Dollar Menunaire promotion. "By participating you agree to receive free Fandango Mobile Movie Alerts. Text END to FNDGO to cancel."