Over 27K moviegoers per month reeled back in for US cinema chain Marcus Theatres’ loyalty program

Objective

Marcus Theatres, a major US cinema chain, sought to drive moviegoer engagement with diverse film releases while competing against streaming platforms. The company aimed to enhance its Magical Movie Rewards loyalty program by adding interactive elements that would incentivize repeat visits and strengthen customer retention.

Solution

The theater chain deployed Drimify's no-code gamification platform integrated with its loyalty program. The strategy featured multiple game mechanics: instant-win games like 'Spidey Scratch & Win,' film-themed quizzes and personality tests tied to new releases, branded games such as a basketball experience promoting the Space Jam reboot, and optional leaderboards for competitive play. Winners received either complementary concessions or bonus loyalty points (valued up to $25) that could be redeemed through their Magical Movie Rewards account, encouraging return visits.

Results

The campaign achieved 27,000 participations and completions per month through gamified loyalty experiences integrated with Marcus Theatres' loyalty program.