THE CLARUS Blog

Why Regal’s New Subscription Program is Truly “Unlimited”

Sixty-seven percent of consumers identified instant benefits that can be used any time they shop as a key factor in becoming a member of a paid loyalty program.

Also, 43 percent of consumers say exclusive deals would motivate them to join a paid loyalty program.

Regal is catering to those consumers by launching a new premium loyalty program to give its customers the best possible experience.

Here’s how this new movie loyalty program breaks down and why it’s a smart move by Regal.

 

Regal Unlimited Explained

Regal’s new paid subscription plan, Regal Unlimited, will be exclusively available on the Regal mobile app where moviegoers can choose from three different plans based on theatre location starting at $18 a month.

Regal Unlimited members will receive the following benefits:

Enjoy Unlimited Movies. With the annual Regal Unlimited subscription, you can watch as many standard format movies as you want, whenever you want.

There are no blackout dates, and you can purchase advance tickets as soon as they go on sale. For special formats, it will be easy to upgrade your ticket to see a movie in VIP, ScreenX, 4DX, IMAX, RPX and 3D, by paying the usual standard upcharge.

Save on Snacks and Drinks. Regal Unlimited subscribers will enjoy a 10% concessions discount on all food and non-alcoholic beverages.

Enjoy a Birthday Bonus. As a subscriber, you will also enjoy a free large popcorn and large drink on your birthday.

Save on Fees. Additionally, there will be a reduced online convenience fee for the Regal Unlimited ticket.

Get all the Benefits of the Regal Crown Club. When you sign up for Regal Unlimited, you will be automatically enrolled in the Regal Crown Club, the industry’s leading loyalty program. Along with all the club benefits, you will earn credits for every dollar spent with your Regal Unlimited subscription including the opportunity to attend advance screenings.

 

The Program Moviegoers Have Been Craving

Regal wanted to offer a truly unlimited loyalty program, according to CMO Ken Thewes.

“This is the program moviegoers have been craving–one that is truly unlimited,” Thewes said. “Every movie fan is going to love Regal Unlimited because it is the ONLY cinema subscription plan that offers the ability to watch as many movies as you want, whenever you want.”

Kelly Hawkins, Vice President of Loyalty at Regal, added: “Regal Unlimited is the best value option for movie fans with plans starting as low as $18 a month. With all the benefits of the plan including unlimited movies, discounts at concessions, birthday bonuses and reduced fees, Regal Unlimited is truly limitless.”

 

Premium Loyalty Hits the Big Screen

Moviegoers are getting used to premium loyalty programs now.

In fact, 71 percent of consumers who do not currently belong to a premium loyalty program would join one if their favorite retailers offered them and the benefits were valuable.

It seems like the same is true for theaters.

Benefits in any premium program spark increased loyalty and brand advocacy. That’s why along with Regal, AMC Theatres and Cinemark offer these programs.

Regal officials hope they have hit their mark with their new premium loyalty program.

With more and more consumers demanding exclusive experiences, do you think a premium loyalty program makes sense for Regal?

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