US cinema chain Cinemark has launched an $8.99 (£6.71/€7.62) monthly movie membership programme as the North American box office continues to respond to the low-cost MoviePass subscription phenomenon.
The Movie Club membership provides moviegoers with one 2-D film ticket each month with premium format ticket upgrades available, as well as allowing any unused tickets to roll over into the next month and never expire.
The Movie Club also gives members the ability to reserve seats and buy tickets in advance with no online fees, with additional tickets costing the price of a membership. There is also a 20-per-cent discount on concessions during each visit.
The launch seems to be a response to the massive success of MoviePass and its $9.95-per-month subscription service, which allows entry to one film per day. In September, the firm notched more than 400,000 subscribers in the US after introducing its controversial movie pass.
Cinemark’s Movie Club separates itself from its competitor by appealing to moviegoers who want more flexibility and options with their tickets.
The theatre chain is looking to entice customers with the opportunity for premium-format screening, whereas MoviePass customers would need to be content with entry-level screening options and the luck of the draw at the box office.
In a statement, Cinemark said: “Throughout the research process, consumers resoundingly preferred a monthly membership program with ticket rollover benefits that allows them to accumulate credits, reserve their seats in advance with no online fees and enjoy significant discounts on concessions.”
Cinemark chief executive Mark Zoradi, said: “We are thrilled to launch our proprietary movie membership programme that is completely consumer research-driven.
“Based on the feedback we received, we designed Movie Club with all of the features and benefits that moviegoers desire most in a membership program without any of the hassle, enabling our guests to enjoy the moviegoing experience with their friends and family.”
Movie Club is accepted at all Cinemark locations across the US, including Century Theatres, CinéArts, Tinseltown and Rave Cinemas.
Image: Miosotis Jade