Marcus Theatres Eclipses 1 Million Members in Its Loyalty Program

Marcus Theatres Loyalty Program Less than a year after Marcus Theatres launched its Magical Movies Rewards loyalty program, it has eclipsed 1 million members.

The Magical Movies Rewards program offers $5 in rewards for every $100 spent, along with perks such as no fees on online and mobile ticket purchases, free refills on fountain drinks, and free popcorn on Tuesdays. The program is free to join online or through the Marcus mobile app.

Marcus Theatres, the fifth-largest theater chain in the U.S., owns or operates 685 screens at 55 locations in Wisconsin, Illinois, Iowa, Minnesota, Nebraska, North Dakota, and Ohio.

Loyalty360 caught up with Ann Stadler, Vice President & Chief Marketing Officer, Marcus Theatres for her thoughts on this milestone achievement.

What do you attribute the amazing customer engagement to for your Magical Movie Rewards loyalty program that just eclipsed 1 million members?

The Magical Move Rewards® (MMR) loyalty program from Marcus Theatres launched less than a year ago with one main goal in mind: Deliver a unique customer experience to members. It starts by making the program easy to understand and use. With a straight-forward points and rewards system, members know when they have earned rewards, which encourages redemption and overall participation.  In addition, it was extremely important that the MMR program was delivering a high value to its members. 

Put simply, members appreciate that they are rewarded for loving movies and that’s a big reason why we have exceeded the 1,000,000 member mark in less than a year. 

What have you received in customer feedback about the program?

Through participation and feedback, members of the MMR program continue to provide insight into what they enjoy most about the loyalty program. Among the most talked about perks include free popcorn on $5 Tuesdays; free refills on fountain drinks every day; and invitations to pre-release movie screenings for members. 

We also are seeing members respond favorably to targeted emails with content that is relevant to them.  We recognize that not all loyalty members have the same interests. Reaching out with customized and targeted communication is a powerful way to engage with our members.

Have you seen any changes in customer behavior since the program launched?

Customized communication and unique offers, such as the free popcorn on $5 Tuesdays, are resonating with MMR members.  For example, we’ve had success re-engaging members who have not been to the theatre in a few months, just by giving them a reason to go. Plus, we are seeing many of our value customers, who enjoy the $5 Tuesday program, return to the theatre on the weekend for an additional entertainment experience.  As the program grows, we’d anticipate learning more from our valued MMR members.

What does CX mean to Marcus Theatres?

At Marcus Theatres, we strive to create a personalized, memorable and meaningful experience for every customer every day. Providing exceptional customer service is only the beginning. Through our MMR loyalty program, we are committed to building a long-term relationship with our guests. By better understanding customer preferences, we can customize communication to each guest, engage our members and provide them their ideal movie-going experience.

As we celebrate our 80th anniversary this year, we remember our roots.  The importance of delivering exceptional customer service and focusing on guest comfort and convenience is a long-standing tradition that will continue.   

How do you define customer loyalty and has that definition changed at all in the past year since the launch of the program?

Customers have always been our priority and we don’t see that changing. We provide programs, amenities and offers that deliver the ideal movie experience for each of our guests, and by doing so, hope to create loyalty. Loyalty is trust, and our goal is to have our guests trust Marcus Theatres to deliver the experience they are looking for EVERY time they visit one of our locations. 

From the UltraScreen® DLX (Dream Lounger eXperience), which combines a massive screen, multidimensional Dolby® Atmos® sound and comfortable DreamLounger℠ recliners to signature food and beverage options, Marcus Theatres will continue to bring innovative offerings that create the ultimate experience for our guests.

Recent Content

Membership and Pricing

Videos and podcasts

Membership and Pricing