Marcus Movie Rewards program tops half a million members


Marcus Theatres announced that membership in its Magical Movie Rewards™ program has reached 500,000 in less than four months.

“Our loyal customers are at the heart of the Marcus brand,” said Rolando Rodriguez, president and chief executive officer at Marcus Theatres. “We are excited about the pace at which Magical Movie Rewards is growing and are ready to turn memberships into stronger relationships through greater customer engagement.”

As a way to recognize the 500,000th member, Marcus Theatres awarded the lucky winner 10,000 points, which is the equivalent of $500. The winning transaction occurred at the Marcus Parkwood Cinema in Minnesota, at the concessions counter. The $500 award has already been loaded to the winner’s loyalty card and can be used throughout Marcus 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. Once registered, members earn points, which are translated into reward dollars redeemable at the box office, concession counters or at the many Marcus Theatres’ food and beverage venues.

Members of the Magical Movie Rewards program receive additional benefits, including no fees for online or mobile ticketing, exclusive screening opportunities, and concessions offers.

“Our goal for the loyalty program is twofold—quantity and quality,” said Rodriguez. “In addition to doubling enrollment in 2015, we want to have one of the most customer-engaging rewards programs within the industry.”

Customized and targeted communication to loyalty members via Movio software will be an important part of the next phase of the program. Movio’s software provides insight into customer preferences, attendance habits and general demographics.