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Regal Cinema uses mobile to boost Christmas classics showings

Regal Cinemas is giving its customers a reason to celebrate this holiday season with holiday classics every weekend along with a call to action to download the theater chain’s mobile application.

Every weekend between now and Christmas, the theater chain will host a different holiday movie at its locations. Customers can buy a ticket for just five dollars and earn free snacks if they buy using the chain’s rewards card or through the mobile app.

“This season gather with your friends and family to watch some of the most popular classic holiday films Hollywood has created,” said Steve Bunnell, Chief Content Officer at Regal Entertainment Group. “The Regal Holiday Classics will give our guests an opportunity to watch these films on the big screen once again or for the first time, during this special time of year.”

Holiday classics
With Thanksgiving now behind us,many are finally turning their thoughts toward the other holidays and Christmas is beginning to fill the air. Christmas and other holiday music is finally on the radio and brands around the country are gearing up for holiday campaigns.

Regal Cinemas is celebrating getting into the holiday spirit with a new campaign that brings classic holiday films from throughout the decades back into theaters.

Some of the classic films include Polar Express, A Christmas Story, National Lampoon’s Christmas Vacation, Home Alone and It’s a Wonderful Life.

Each film will be played for one weekend starting this past weekend and up to Christmas Eve.

Regal is encouraging its customers to make use of the brand’s mobile app to purchase their tickets and to promote the event on social media, to give it a boost in visibility.

In addition, customers who purchase their tickets through the Regal Crown Club program by using their Crown Club card will receive a free snack and drink combination. Tickets are only five dollars.

To make further use of mobile, Regal allows its customers to upload their Crown Club card information to the Regal mobile app, meaning that customers can purchase their tickets – along with a variety of other functions such as showtimes – through their mobile devices.

Mobile boost
Regal has been making strong steps forward in the mobile world this year, rolling out multiple initiatives that make use of the mobile channel to increase sales and make the customer’s transaction process easier.

One way it did this was by partnering with Atom, a ticketing app that makes use of social media. Using Atom customers can send tickets and showtimes to others through social media, which gave Regal a visible boost in sales once it was implemented (see story).

Since the integration of the Crown Club card into the mobile app, mobile has jumped ahead of other channels to be Regal’s most popular channel among customers (see story).

That popularity has also translated to another boost in sales, showing how powerful mobile can be as a tool for engagement.

Regal is hoping to continue that trend this holiday season as consumers continue to use mobile to make purchases and are rewarded for doing so in kind by savvy brands such as Regal.