News Release

« Back
Marcus Theatres® Launches New Magical Movie Rewards Loyalty Program

Company Registers More than 215,000 Members in 33 Days

CEO Takes Loyalty Personally and Awards Random Surprises

MILWAUKEE--(BUSINESS WIRE)--May 1, 2014-- Marcus Theatres®, a division of The Marcus Corporation (NYSE:MCS), launched a new customer loyalty program called Magical Movie Rewards on March 30. Designed to enhance the movie-going experience for customers, Marcus Theatres released this user-friendly program across its 55-theatre network and is already making a statement by exceeding 215,000 members in just one month.

“Thousands of customers are registering each day to become Magical Movie Rewards members,” said Rolando B. Rodriguez, president and chief executive officer of Marcus Theatres. “We are pleased with this overwhelming response. We are excited to continue offering guests memorable entertainment experiences at our theatres.”

Guests can register for the loyalty program one of two ways: 1) Selecting Magical Movie Rewards using the Marcus Theatres mobile app downloadable at the App Store for iPhone® or at Google Play for Android phones or 2) by getting a card at the box office and registering online.

The Magical Movie Rewards loyalty program allows members to earn points and access special offers. One point is earned for every dollar spent. For every 100 points, the member receives $5 in rewards. The rewards are then redeemable at the box office, concessions or at the many Marcus Theatres’ food and beverage venues. These include Big Screen Bistros which provide in-theatre guest dining, Take Five Lounges with full-service bars and chef-inspired menus, plus Zaffiro’s restaurants and Zaffiro’s Express outlets with Thincredible® pizzas – and lots more.

Members of the loyalty program receive other valuable rewards to add to the overall entertainment experience including:

  • No Fees for Online or Mobile Ticketing – Loyalty card members avoid any ticketing fees that traditionally come with online or mobile purchases, simply by becoming a member.
  • Ticketing and Screening Opportunities – Exclusive advance ticketing opportunities and member-only screenings are available for Magical Movie Rewards members.
  • Concession Offers – Members receive free popcorn on $5 Tuesdays and free refills on fountain drinks every day. In addition, customers receive targeted offers on various concession purchases.
  • Marcus Magic Surprises – Random loyalty members will receive promotional surprises in-theatre, online or by phone.

One Marcus Magic Surprise is especially unique to the Marcus Theatres’ loyalty program. Each month, one lucky rewards member will receive a personal call from Rolando Rodriguez, the president and CEO. The monthly winner in May will be awarded 1,000 points ($50) just by getting the call! Prizes will change over time, encouraging continued customer involvement.

“At Marcus Theatres, each of our associates takes customer loyalty personally,” said Rodriguez. “I look forward to surprising a winner with a new prize each month. It’s another great way for me to connect with our guests.”

The Magical Movie Rewards program is the latest example of Marcus Theatres’ commitment to better understanding its customers and providing them with their ideal movie experience. “Plus, we have partnered with Movio, a global leader in data analysis for the cinema industry. Put simply, Movio ensures our offers match the interests of our guests.”

With its best-in-class data analytics and campaign management platform, Movio will allow more targeted communication with loyalty members. The software helps provide insight into customer preferences, attendance habits and general demographics, which helps deliver an enhanced film-going experience to members of Marcus Magical Movie Rewards.

Marcus Theatres continues its nearly 80-year tradition as an industry leader by creating programs, comforts and conveniences for its movie-going guests. Its innovative offerings include signature food and beverage concepts and the UltraScreen® DLX™ (Dream Lounger eXperience), which combines massive screens, immersive Dolby® Atmos™ sound and comfortable DreamLoungerSM recliners. This is all part of a $50 million investment plan to be completed by the company across its 55-theatre circuit by the end of May.

About Marcus Theatres

Marcus Theatres®, a division of The Marcus Corporation(NYSE:MCS), is the fifth largest theatre circuit in the United States and currently owns or operates 685 screens at 55 locations in Wisconsin, Illinois, Iowa, Minnesota, Nebraska, North Dakota and Ohio. For more information, please visit and follow the company on Facebook and Twitter (@Marcus_Theatres).

About The Marcus Corporation

Headquartered in Milwaukee, Wisconsin, The Marcus Corporation is a leader in the lodging and entertainment industries, with significant company-owned real estate assets. In addition to its Marcus Theatres division, the company’s lodging division, Marcus® Hotels & Resorts, owns and/or manages 18 hotels, resorts and other properties in 10 states. For more information, visit the company’s web site at

About Movio

Movio ( is the global leader in marketing data, analysis, insights and campaign creation and management for theatrical exhibitors and distributors. Working with cinema exhibitors and distributors in six regions worldwide, Movio maintains real-time, authoritative data on the loyalty activity and transactions of over 26 million customers. Website: Twitter: @MovioHQ LinkedIn:

Source: Marcus Theatres

The Marcus Corporation
Douglas A Neis, (414) 905-1100
Marcus Theatres
Ann Stadler, (414) 905-1172

Data Provided by Refinitiv. Minimum 15 minutes delayed.