Cineplex experiments with loyalty program, extra benefits

Cineplex Inc. will pilot a paid tier of its Scene loyalty program in a bid to offer more to consumers while bucking the subscription ticket models that have caught attention in the U.S. Dubbed Scene Gold, the program will give moviegoers access to priority concession lines, oncea-week free upgrades to premium screenings and no-cost upgrades on popcorn and drinks.

The program will also mean fewer Scene points will be needed for film tickets on Wednesdays and include 50 per cent more points earned on purchases at Cineplex and Scene partners. It will cost $6.99 a month.

Scene Gold will not replace the free version of the Scene program more than nine million Canadians subscribe to.

The premium program will only be available in Edmonton for now, though Scene managing director Matthew Seagrim hinted Cineplex will watch the pilot closely and consider expanding it.

“We have been for looking for a long time for ways to recognize and reward our most avid members,” said Seagrim.

The pilot comes as North American entertainment giants have been looking to counteract the unpredictability of the box office and the competition of on-demand streaming services by toying with subscription programs that allow consumers to pay a single fee for an unlimited or bulk number of movie tickets for the month. MoviePass, a U.S. subscription program that charges about US$10 a month for up to three movies, has been fraught with troubles

because it generally pays theatres for the full cost of the tickets its consumers use. MoviePass proved so costly for owners Helios and Matheson Analytics Inc. that they reportedly took out a $5-million emergency loan to cover costs.