When SCENE launched in 2007 as a joint venture between Cineplex and Scotiabank that soon became Canada’s largest entertainment loyalty program, they were aware of the audience they wanted to target for membership.
“A huge number of our members were under 30,” says Matthew Seagrim, Managing Director of SCENE. “They were young and single and had disposable income, and they were really taking part in experiences that you do when you’re in your 20s,....