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 $18a 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$18a 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?
Jim Tierney
Jim is our Loyalty Content Specialist, working closely with the B2B Marketing team. Aside from cranking out loyalty-related content, he is the proud father of two beautiful daughters, an avid runner and an old movie fanatic who calls Alfred Hitchco*ck his favorite director and Claude Rains his favorite actor.
I am a loyalty program expert with a proven track record in understanding consumer behavior and loyalty initiatives. My expertise is grounded in extensive research, industry analysis, and hands-on experience with various loyalty programs across different sectors. I've closely followed the trends, innovations, and success stories in loyalty marketing, and I am well-versed in the strategies that drive customer engagement and retention.
Now, let's delve into the concepts mentioned in the article about Regal's new premium loyalty program, Regal Unlimited:
-
Instant Benefits in Paid Loyalty Programs:
- The article highlights that 67 percent of consumers find instant benefits essential for joining a paid loyalty program. This aligns with the industry trend of providing immediate rewards to incentivize membership.
-
Exclusive Deals as Motivators:
- According to the article, 43 percent of consumers are motivated to join a paid loyalty program by exclusive deals. This underscores the importance of offering unique and exclusive incentives to attract and retain customers.
-
Regal Unlimited Subscription Plans:
- Regal is introducing a paid subscription plan called Regal Unlimited, available exclusively on their mobile app. It offers three different plans starting at $18 per month, allowing moviegoers to choose based on their preferred theatre location.
-
Unlimited Movie Watching:
- The core benefit of Regal Unlimited is the ability to watch unlimited standard format movies without blackout dates. Members can also purchase advance tickets as soon as they are available.
-
Flexible Movie Formats:
- Regal Unlimited members have the flexibility to upgrade their tickets for special formats such as VIP, ScreenX, 4DX, IMAX, RPX, and 3D by paying the standard upcharge.
-
Concessions Discounts:
- Subscribers enjoy a 10% concessions discount on all food and non-alcoholic beverages, enhancing the overall movie-watching experience.
-
Birthday Bonus and Reduced Fees:
- As part of the subscription, members receive a free large popcorn and large drink on their birthdays. Additionally, there is a reduced online convenience fee for Regal Unlimited tickets.
-
Integration with Regal Crown Club:
- Upon signing up, members are automatically enrolled in the Regal Crown Club, the industry's leading loyalty program. This integration allows them to earn credits for every dollar spent and provides opportunities to attend advance screenings.
-
Consumer Demand for Premium Loyalty Programs:
- The article notes that 71 percent of consumers who don't currently belong to a premium loyalty program would join one if offered by their favorite retailers, provided the benefits are valuable. This indicates a growing interest in premium loyalty experiences.
-
Regal's Approach and Market Competition:
- Regal officials express the belief that Regal Unlimited fulfills the craving for a truly unlimited loyalty program. The article also mentions that other major theaters like AMC Theatres and Cinemark are offering similar premium loyalty programs, reflecting the industry's recognition of the importance of such initiatives.
In conclusion, the introduction of Regal Unlimited aligns with consumer preferences for instant benefits and exclusive deals in loyalty programs, providing a comprehensive and flexible movie-watching experience to subscribers. This move by Regal reflects the broader trend of premium loyalty programs gaining popularity in various industries to enhance customer loyalty and satisfaction.
