Marcus Theatres launches Magical Movie Rewards


Marcus Theatres launched a new customer-loyalty program called Magical Movie Rewards on March 30. Designed to enhance the moviegoing experience for customers, the program was launched across Marcus’ 55-theatre network and is already exceeding 215,000 members in just one month.

“Thousands of customers are registering each day to become Magical Movie Rewards members,” said Rolando B. Rodriguez, president and chief executive officer of Marcus Theatres. “We are pleased with this overwhelming response. We are excited to continue offering guests memorable entertainment experiences at our theatres.”

Guests can register for the loyalty program one of two ways: 1) selecting Magical Movie Rewards using the Marcus Theatres mobile app downloadable at the App Store for iPhone or at Google Play for Android phones, or 2) by getting a card at the box office and registering online.

The Magical Movie Rewards loyalty program allows members to earn points and access special offers. One point is earned for every dollar spent. For every 100 points, the member receives $5 in rewards. The rewards are then redeemable at the box office, concessions or at the many Marcus Theatres’ food and beverage venues. These include Big Screen Bistros which provide in-theatre guest dining, Take Five Lounges with full-service bars and chef-inspired menus, plus Zaffiro’s restaurants and Zaffiro’s Express outlets.

Members of the loyalty program receive other rewards including:
* No Fees for Online or Mobile Ticketing – Loyalty card members avoid any ticketing fees that traditionally come with online or mobile purchases, simply by becoming a member.
* Ticketing and Screening Opportunities – Exclusive advance ticketing opportunities and member-only screenings are available for Magical Movie Rewards members.
* Concession Offers – Members receive free popcorn on $5 Tuesdays and free refills on fountain drinks every day. In addition, customers receive targeted offers on various concession purchases.
* Marcus Magic Surprises – Random loyalty members will receive promotional surprises in-theatre, online or by phone.

One Marcus Magic Surprise is especially unique to the Marcus Theatres’ loyalty program. Each month, one lucky rewards member will receive a personal call from Rolando Rodriguez, the president and CEO. The monthly winner in May will be awarded 1,000 points ($50) just by getting the call. Prizes will change over time, encouraging continued customer involvement.

“At Marcus Theatres, each of our associates takes customer loyalty personally,” said Rodriguez. “I look forward to surprising a winner with a new prize each month. It’s another great way for me to connect with our guests.”

Marcus has also partnered with Movio, a leader in data analysis for the cinema industry. Movio software helps provide insight into customer preferences, attendance habits and general demographics.