Cinemark is expanding the benefits for its most loyal customers with Movie Club Platinum, a new premium level of the exhibitors’ theatrical membership program, Cinemark Movie Club. The news was announced today.
Movie Club Platinum will provide all customers who visit a Cinemark theater 25 times or purchase 60 tickets in a calendar year access to Platinum benefits, which – in addition to their existing Movie Club benefits – include two ticket credits from bonus cinema, an increased concessions discount of 25% and the possibility of purchasing up to five tickets at the member price per transaction, all at no additional cost. A member’s status will be enhanced upon reaching the threshold, with Platinum benefits remaining in effect for the following calendar year.
Until December 31, 2021, Movie Club members can reach Platinum even faster by visiting a Cinemark cinema eight times or purchasing 24 tickets before the end of the year.
According to a statement, Cinemark has conducted “extensive customer research” on how to make the existing Movie Club program more attractive. Through surveys, the exhibitor has determined that active members “are extremely excited” about adding a rewards-based premium tier with additional perks.
Launched in December 2017, Cinemark Movie Club is a component of Cinemark Movie Rewards, Cinemark’s tiered loyalty program that rewards moviegoers one point for every dollar spent at a Cinemark cinema. Movie Club is a paid loyalty tier ($ 9.99 per month) that includes one ticket per month, 20% discount on concessions, one companion ticket at the member price per transaction, online fee waiver, and possibility of carrying unused tickets.
“We have developed Movie Club Platinum the same way we have developed our industry-leading Movie Club program – by listening to our moviegoers and giving them what they really want,” said Wanda Gierhart Fearing, Cinemark CMO and CCO, in a press release. “This premium tier of our monthly membership program rewards our most frequent moviegoers with bigger savings and bonus tickets, making a trip to the theater even more valuable for those who love it the most. Cinemark always strives to roll out the red carpet for our guests, and providing this incredible award is our way of giving our most loyal members the celebrity treatment. With the exceptional lineup of movies hitting the big screen, there’s no better time to get the most out of cinema. “
You can find out more about Movie Club on Cinemark.com or on the Cinemark mobile app.