Regal In First Co-Credit Card Deal to Reward Moviegoers
Moviegoers will soon be rewarded for their patronage under a new venture between theater operator Regal CineMedia Corp., Chase and MasterCard International.
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| Regal Entertainment Group Platinum MasterCard |
Starting in March, the three companies will launch the first co-branded credit card, the Regal Entertainment Group Platinum credit card, as a reward to theater-goers. Patrons who sign up for the card can earn points for purchasing tickets and concession items at Regal Cinemas, United Artist Theaters, Edwards Theaters and Signature Theaters across the country.
Regal Entertainment Group operates 6,273 screens in 558 locations in 40 states.
Earned points in turn can be used to redeem free movie tickets and concessions at participating theaters and rewards with other merchants. Specific details about the rewards program will be released next month.
P-O-P materials, print ads, direct mail and Internet materials will support. To further support the credit card launch, Regal CineMedia will display a new on-screen campaign created by Johnson & Murphy Advertising, Los Angeles.
“Today’s consumer shows preference for and demonstrates loyalty to retailers who offer convenience and added benefits for their customers,” said Fred P. Gore, senior VP, North America Acceptance MasterCard International, in a statement. “Our growing relationship with Regal Entertainment Group offers an exciting opportunity to reward and simplify the customer experience when using the REG Platinum MasterCard for purchases.”
So far, Regal has received about 5,000 inquiries about the credit card, said Regal CineMedia spokesperson Lauren Leff. For the last two months, the theater operator has posted a teaser Web site where consumers can pre-register for the card at Regalcreditcard.com
“There’s a lot of interest in this type of card,” Leff said.
Regal Entertainment Group has also announced a multi-year marketing agreement with MasterCard, naming it as its official payment card brand. Terms of that agreement were not disclosed.
