• by Wayne Friedman , Staff Writer, 3 hours ago

Movie theater owners are not backing down. They are continuing to work up new loyalty monthly programming, coming on the powerful draft behind the current big summer blockbuster movie season.

There has been rising attendance and overall revenue.

Regal Entertainment Group now says it is adding to its monthly memberships options -- Regal Rewards+’ -- that offers more flexibility.

‘Regal Rewards+’ is a $10.99-a-month membership, which includes one monthly typical movie screen ticket that does not expire, and the ability to purchase up to four additional discounted tickets per month at the membership rate. Also there’s a 20% discount for all concessions, as well as waiving online convenience fees and birthday rewards.

Regal has two other programs-- Regal Rewards (a longtime free-to-join program offering points and incentives on all purchases). In addition, there are higher-priced Regal Unlimited and Regal Unlimited All Access options, at $21.49 and $26.49 per month, respectively.

At its core “Unlimited’ offering -- just as its billing suggests -- are unlimited 2D movies and additional savings for those who most often frequent its movie theaters.

The Rewards+ was looking to less occasional moviegoing -- but with still significant savings.

In the broader view of consumer entertainment spending, the lower-cost option seems to lure consumers who still go to see movies but also look to wait-to-see recently released theatrical movies at home -- via premium streaming platforms.

Interestingly, the $10.99/month price tag is in line with lower-cost premium streamer options, which include limited advertising in TV and movie programming.

Consumers may justify the price by adding the Regal package to say their at-home ad-supported options such as those coming from Netflix, Paramount+, Peacock, Disney+, Apple TV and others may make sense.

In recent periods, movie theaters executives explained their loyalty membership offers without referring to premium streaming competitors. That reference association has been a major point of contention starting around 2020.

But in recent years, with movie attendance rising again -- especially in summer 2023 (driven by “Barbie” and “Oppenheimer”) and now this summer (“Spider-Man: Brand New Day” and “The Odyssey”) -- theater owners may see the real "premium" form of filmed entertainment as movies showing on those really big premium theater screens.