Cinemark Intros Modest Discount Program

By Robert Marich
   Dec. 6, 2017—The third largest U.S. movie theater chain by locations, Cinemark rolls out the first discount ticket plan offered by a major national cinema circuit. Its Movie Club initiative offers one admission for $8.99/month plus some other benefits and tickets for a companion at the same price.
   An independent outfit MoviePass offers multiple admissions and major circuits have long offered their own “loyalty programs” with
benefits but only minor discounts.
   My view is Cinemark’s Movie Club is a modest effort—the discounting is not deep such as offering multiple free admissions. Instead, Movie Club simply aims to prompt users to slightly increase moviegoing, such as going from five-to-seven times a year to
maybe eight-or-nine. The $8.99 price is uniform nationally, and in expensive big cities can represent a discount, but in other areas might be above prevailing ticket price.
   Cinemark says its Movie Club initiative has been long in the works and is not a response to MoviePass offering one movie admission for per day for just $9.99 a month, a reduced rate offered four months ago.
   Says a Cinemark press release, “for $8.99 per month, a Movie Club membership provides the following:”
  • One 2-D movie ticket each month with premium format ticket upgrades available
  • Unused tickets roll over and never expire for active members
  • Ability to reserve seats and buy tickets in advance with NO online fees
  • Additional tickets at the member price of $8.99 each
  • a 20 percent discount on concessions during every visit
   The Cinemark press release continues: “In developing Movie Club, Cinemark conducted extensive consumer research and studied the best subscription program models, both in and outside of the entertainment industry. Throughout the research process, consumers resoundingly preferred a monthly membership program with ticket rollover benefits that allows them to accumulate credits, reserve their seats in advance with no online fees and enjoy significant discounts on concessions.”
   Cinemark operates 533 theatres with 5,957 screens in 41 U.S. states to rank as the #3 circuit by locations.
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