Regal Entertainment Group is expanding its loyalty program offerings as the movie theater chain enjoys a historic summer.
The company launched the Regal Rewards+ membership tier on Monday to add a flexible and social-friendly option for theatergoers, The Hollywood Reporter has learned. Membership starts at $10.99 a month and includes one monthly 2D movie ticket that does not expire, the opportunity to purchase up to four additional discounted tickets per month at the membership rate, 20 percent off all concessions, waived online convenience fees and birthday rewards.
Rewards+ is the newest loyalty tier, following the free-to-join Regal Rewards that offers points and incentives on purchases, and Regal Unlimited, which is geared toward offering unlimited 2D movies and extra savings for the most frequent moviegoers. The company will also enhance the Unlimited experience with 200 points per $1 spent and double the credits for concessions and additional ticket purchases.
“We’ve had our free loyalty program, which had been around for 25 years, and then we’ve had Unlimited for several years now,” Regal head of marketing Vikki Neil tells THR. “But we really didn’t have something that spoke to people that want to go to the movies on a regular basis, but maybe aren’t going to go 10 times per month. We felt like there was a big opportunity in the market, and so this is really about giving people that opportunity to have that subscription offering that gives them something predictable. They know what their rate is, and it’s value-focused. It really targets, in my opinion, more families and younger people.”
Neil emphasizes that the expansion comes as the theatrical business heads into the busy stretch of fall and holiday offerings, including awards contenders. This news also follows Regal having celebrated the company’s biggest four-day weekend globally from July 30-Aug. 2, which brought $160 million in combined worldwide box office and concessions revenue as audiences enjoyed newcomer Spider-Man: Brand New Day and holdover The Odyssey.
“This was an amazing summer,” the exec adds. “We delivered the biggest four-day weekend in company history. When I started a year ago, I would not have thought that was going to be the case. We really have seen a huge outpouring of people whirring back to the movies.”
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