Regal Entertainment has signed up 10 million members to its loyalty program.
The customer loyalty program, called the Regal Crown Club, offers frequent moviegoers the chance to accumulate credits toward free movies and concession treats. Members receive one credit per dollar spent on ticket purchases. Additional credits are earned for concession transactions.
Redemption begins at 40 credits based on a rewards structure. People with 40 credits can receive free popcorn; 80 credits get you a free beverage and 120 credits offer members a free movie ticket. Moviegoers can also earn bonus credits by watching select movies in Regal theaters.
“This is the No. 1 promotional piece we use to drive membership to being people back to our theaters,” said Misty Cunningham, vice president of corporate marketing for Regal Entertainment Group.
Beyond credits, the Regal Crown Club offers other perks. Members receive free popcorn on Tuesdays and discounts on select candy on Mondays with paid admission.
The program, which launched in 2001, is free and designed to reward frequent moviegoers. The Crown Club initially opened to residents in Las Vegas and Cleveland before rolling out nationally in 2004. The club is available to people 13 and older at http://www.REGmovies.com.
Members also can opt in to receive an electronic newsletter, which includes different credit-earning offers and incentives. About 2 million people receive the newsletter each month, Cunningham said.
To keep members hooked, Regal offers monthly sweepstakes often tied to blockbuster movies or tentpole films the cinema is trying to promote, she said. The company last month celebrated its 10 million member milestone with a sweepstakes, offering the chance to win annual movie passes for four people and a $500 Regal gift card.
This month, Regal is promoting “Mr. Magorium’s Wonder Emporium” with a sweepstakes offering a $2,500 MasterCard gift card and 10 extra credits on their loyalty card.
“Sweepstakes are just for members,” Cunningham says. “That really has helped to drive memberships and gives employees a tool to offer a fun activity.”
The sweepstakes runs through Dec. 6. Online marketing and in-theater signage support the promotion.
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