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Cinemark offers loyalty program for silver screen fans

Cinemark offers loyalty program for silver screen fans

CEO Mark Zoradi told CNN Money the new pricing structure was aimed at "millennials" and its market research had found the most desired trait in a subscription service was the option to stockpile tickets.

But whether or not it succeeds on its own, the impact of MoviePass appears to be forcing shifts in the movie theater industry that could turn the process of paying for a movie into something akin to signing up for Netflix.

Trumpeted by the theater chain as "the first program of its kind", Cinemark's "Movie Club" doesn't go the movie-a-day or unlimited screenings per month route like MoviePass has. If the local cost of tickets is a healthy chunk higher than $8.99 (which is roughly the cost of an average US movie ticket in 2017) it could serve as a long-term bargain.

That way, you'd be able to score great savings on some of the highly anticipated movies of the year.

North Atlantic Treaty Organisation to boost Georgia coastguard ties to counter Russian Federation
President Donald Trump, who has sought better relations with Russian President Vladimir Putin. Only a few countries followed Russia's lead.

What do customers want in a movie theater subscription service? The club also allows members to bring their friends to movies for reduced rates and receive discounts at concession shops.

Whatever the case, it's likely that the company's already starting to push the movie theater sector toward different business models. Unused tickets roll over into the next month.

Cinemark owns almost 350 theaters in the US, including 15 in Utah. MoviePass has attempted to crack that code with mixed results and now Cinemark is attempting their own brand of monthly offering.

While some chains, like AMC, have criticized MoviePass for teaching consumers to under-value their product, others-including Cinemark, which will continue to accept MoviePass-see empty seats as a bigger threat to their model than a discounted ticket price for subscribers. At a time when the movie industry is in crisis-when the overall box office gross in 2017 now sits at $9.855 billion, down considerably from 2016's $11.375 billion, and endless streaming services tempt consumers to watch at home-any service that gets more people to theaters is a boon for the industry.


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