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Marcus Theatres, a division of the Milwaukee-based Marcus Corporation, faces unique challenges as a leader in the cinema industry. With so many theaters offering a nearly identical service (showing the newest and most popular films), the chain is on the lookout for any opportunity to innovate in a way that will drive guests to Marcus Theatres locations time and time again. The answer may lie in Magical Movie Rewards, the company’s point-based system of loyalty rewards, and its use of....

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