Regal Cinemas Partners with Disney Movie Rewards to Expand Customer Loyalty

Regal Entertainment Group, the parent company of Regal Cinemas, successfully relaunched its Crown Club loyalty program a few years back and now has added a key partner in the customer loyalty arena: Disney.
Recently, the company announced it is the first theater circuit to pair loyalty programs with Disney Movie Rewards. This partnership will allow loyalty program members to link their Regal Crown Club memberships and their Disney Movie Rewards accounts.

The program includes Disney, Pixar, Marvel Studios, and Lucasfilm releases and launched with Marvel Studios’ Doctor Strange on Nov. 4. Crown Club members can link their Disney Movie Rewards account through either MyRegal.com or DisneyMovieRewards.com. 

Based in Knoxville, TN, Regal Cinemas has more than 25,000 employees, 567 theaters, more than 219 million annual attendees, and earns more than 20 percent of the North American box office.

“Regal continually offers new reward opportunities and enhanced experiences to Regal Crown Club members,” Kelly Hawkins, vice president of loyalty for Regal Entertainment Group, told Loyalty360. “The program was revamped in February this year to offer members better rewards and unlimited credits, while also enabling rewards via the mobile app, MyRegal.com or at the point of sale. Also, there is an online reward store featuring exclusive movie swag like T-shirts and hats, as well as aspirational rewards. This Disney Movie Rewards partnership allows members to accumulate credits in both programs and choose rewards that are above and beyond traditional offers. This partnership will appeal to moviegoers across the country and we are excited to be the first movie exhibitor to team with Disney on a program like this.”  

Hawkins said the integration offers members the ability to link their Disney Movie Rewards memberships with their Regal Crown Club accounts and accumulate credits in both programs for purchasing tickets to Disney, Pixar, Marvel, and Lucasfilm releases.

“This cross-partnership offers relevance to both target audiences,” Hawkins explained. “This added value for members may sway more Disney Movie Rewards members to choose Regal as their destination for movies. The process is easy and the benefit is great so we are excited about what this means for our members. We believe that consumers will find this partnership compelling.”

Regal fans are encouraged to like Regal Cinemas’ Facebook page and download the Regal Movies App. Moviegoers can program their favorite theater and purchase tickets all from their mobile device. The Regal app also gives patrons the ability to upload their Regal Crown Club cards straight to their phone for easy access.

“Customer loyalty was once just a punch card or plastic card that would get used every once in a while,” Hawkins said. “Now in this age of apps and mobile centricity, organizations must innovate and add value outside of their walls. In this environment, organizations need to test new things, listen to their customers, and maintain constant communication with them via their preferred mediums. In this digital world, companies must continuously add value and personalize content to ensure relevancy. Our goal is to keep our members intrigued and predisposed to return to Regal each time they go to the movies for that unique experience that cannot be replicated at home.”

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