The Cinemark Movie Club surpassed one million active members with more than 3,000 members per theater on its US circuit.
The nation’s third-largest movie chain, based in Plano, Texas, said Movie Club, launched in December 2017, was the first paid monthly subscription program developed by North American exhibitors and is the first to cross milestone of one million members.
Theater loyalty programs, from major chains to independent cinemas, have become a crucial part of the theatrical ecosystem since Covid for marketing new releases to members, especially as some demos become harder to reach.
“Our unique program appeals to a broad spectrum of moviegoers with carryover benefits and concession discounts that encourage members to visit more frequently while building loyalty to Cinemark,” said CEO Sean Gamble. “Reaching the one million member milestone reaffirms that our customers appreciate the exceptional benefits and unparalleled value proposition that Movie Club membership offers.
The club offers special pricing on companion tickets, the ability to rollover monthly movie credits without expiration, a 20% discount on concessions, and other perks. Members of the $9.99-a-month program visit Cinemark theaters three times more often than the average moviegoer chain, Cinemark said, with more frequent concession purchases.
Movie Club is a component of Cinemark Movie Rewards, a tiered loyalty program that awards one point for every dollar spent, redeemable for tickets, concessions and movie merchandise.
Movie Club Platinum, launched last September, rewards customers who visit a Cinemark theater 25 times or purchase 60 tickets in a calendar year with a 25% discount on each visit and up to five additional tickets per transaction at the price members.