Regal Entertainment books a one-day theatrical rerelease of three “Iron Man”-related movies in advance of “Iron Man 3,” which premieres nationally May 3.
The three-film rerelease occurs Thursday May 2 for “Iron Man”, “Iron Man 2” and “The Avengers 3D.” The following day, “Iron Man 3” premieres nationally from Walt Disney Studios.
Regal, which is the nation’s largest circuit, dubs the rerelease its “Iron Man Marathon” at 207 theaters and is tied into its Regal Crown Club loyalty program. Regal has 580 locations nationally in 42 states.
“When purchasing tickets in person at the box office, Regal Crown Club members can enjoy an exclusive offer on both tickets and snack purchases,” says a Regal press release. “Admission for loyalty club members is only $30 for all four movies. And with each $30 ticket sold, members receive a coupon good for an ‘Iron Man Combo’ of a medium popcorn and medium drink for only $5. The industry-leading Regal Crown Club is free to join and enables frequent guests to enjoy tremendous values. For online ticket sales and for those without membership, admission is $35.”
Any cinema loyalty program caters to heavy movie goers, since benefits pile up with frequent attendance. Regal’s “Iron Man” marathon, by virtue of screening four different movies over two days (the three rereleases and then the new movie the following day), requires a major commitment of time that will appeal mainly to the frequent-moviegoer demographic.
The press release quotes Regal chief marketing officer Ken Thewes and head film buyer Ted Cooper.
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