The Columbia House Co. and Loews Cineplex Entertainment have launched a six-month cross-promotional venture.
As part of the deal, Columbia House DVD club members will receive members-only access to movie passes, food concessions and an e-mail show time service provided by Loews Cineplex.
In a pilot program in a 10 theatres, Loews consumers can exchange their used ticket stubs and receipts for purchases made at concession stands for Columbia House DVDs.
Additional offers, including promotions and sweepstakes timed to theatrical and DVD releases, are being explored. The venture begins in August and runs through the end of the year.
The agreement marks the first of a series of partnerships Columbia House, a direct marketer of music, videos and DVD home entertainment products, expects to form to provide value in multiple areas of entertainment to its 11 million offline and online club members, Columbia House said.
The venture is handled in-house by Columbia House.
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