Landmark Cinemas to Launch Movie Rewards Service in September

Landmark cinemas

Looks like movie theatre chains really want moviegoers to come back to see the silver screen in person.

After Cineplex announced its upcoming subscription service to lure back movie fans, Calgary-based Landmark Cinemas announced its own rewards program on Tuesday.

Known as ‘Landmark EXTRAS’, the three-tiered program will debut in September: Movie Fan, Movie Insider and Movie Club.

Movie Fan is free to join and earns customers 5 points for each $1 spent. They can redeem points for movie admission, concession, and movie merchandise purchases.

Movie Insider is $20 per year, and offers a free admission credit annually, plus earns moviegoers 50% more rewards points than the free tier.

Movie Club costs $9.99 per month, offers a free admission credit monthly, plus offers discounted tickets for companions, earns rewards points plus offers 20% off concession purchases.

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“Landmark EXTRAS rewards Movie Lovers with more of what they love – free movies, concession items and more,” said Bill Walker, CEO, Landmark Cinemas, in a statement, adding, “and provides moviegoers with unprecedented choice, including our Movie Club subscription membership, that enables Movie Lovers to enjoy the theatrical movie-going experience more often with the extra benefit of earning and redeeming points for their moviegoing purchases.”

The $9.99 per month Movie Club tier matches what Cineplex is offering with its CineClub service in the form of a free ticket per year, plus 20% off concession items.

Are these rewards programs enough to send you back to movie theatres (I’m hitting up a theatre once Top Gun: Maverick is out and bringing my jean shorts #dontjudgeme)?

Update: corrected story to note the Movie Club offers a free ticket monthly, not yearly.