Spidey Scratch & Win
- Brand
- Marcus Theatres
- Objective
- Loyalty
- Industry
- Entertainment
- Mechanic
- Racing & Sports
- Platform
- Web
- Agency
- Drimify
Objective
Facing steady pressure from streaming services, Marcus Theatres needed a reason for members to keep coming back beyond the film itself. Layering games onto its Magical Movie Rewards program gave the loyalty scheme a playful, recurring hook tied to new releases, and turned watching a wider slate of films — not just the blockbusters — into something worth doing again.
Solution
A Magical Movie Rewards member opens a game tied to the movie currently in theaters. For "Spidey Scratch & Win," that means a scratch card skinned in the film's artwork: the player drags a finger across the phone screen (or a cursor on desktop) to reveal what's underneath. The reveal is instant — either free drinks and snacks waiting at the concession stand on the next visit, or loyalty points worth $25 in credit, earned simply for having seen the movie. Other releases get a quiz or personality test instead of a scratch card, and the Space Jam relaunch got its own basketball mini-game. Quizzes and score-based games end on a leaderboard, meant to be displayed in cinema lobbies and the chain's app so players can see how they stack up against other moviegoers.
Results
The program drove 27,000 game plays and completions per month, with gamified loyalty perks credited with generating thousands of repeat cinema visits.
- 1
The player enters through Marcus Theatres' Magical Movie Rewards loyalty program, which invites members to play a branded mini-game tied to a new film release; a fresh campaign launches with each premiere.
- 2
The game opens on a screen skinned for that film's release — for "Spidey Scratch & Win," a Spider-Man-themed scratch card promising an instant prize of free concessions or bonus loyalty points.
- 3
Before playing, the player fills out a data capture form that links the entry to their loyalty account.
- 4
The player scratches off the card's covering by swiping a finger on a touchscreen or dragging the cursor on a computer.
- 5
The scratched-away layer reveals the outcome immediately, with no wait for a drawing: either a winning result or a losing screen.
- 6
A win grants one of two rewards: free drinks and snacks redeemable at the concession bar on the player's next visit, or bonus points worth $25 added to their Magical Movie Rewards account.
- 7
The points-based reward only posts to the player's account once they have actually seen the movie, tying the payout to a real theater visit.
- 8
Other campaigns in the series swap the scratch card for a movie-trivia quiz, a personality test, or a basketball arcade game promoting a release like the "Space Jam" reboot.
- 9
In the quiz and score-based formats, players see a leaderboard ranking their result against other moviegoers, intended for display in theater lobbies and the chain's app.
