Regal introduces Rewards+ tier as summer box office hits record

Regal Entertainment Group announced the launch of a new loyalty tier called Rewards+, priced at $10.99 per month. Members receive a monthly 2D ticket that never expires and can purchase up to four additional tickets each month at the membership price, plus a 20% discount on all food and beverage items, waived online convenience fees, and birthday rewards. The offering sits between the free-to-join Regal Rewards program and the all-access Regal Unlimited plan, which will now grant 200 points per dollar spent and double points on concessions and extra tickets.

Vikki Neil, the company's head of marketing, explained that Rewards+ is designed for frequent moviegoers who do not attend ten times a month, aiming to attract families and younger audiences. The launch comes as Regal celebrates its most lucrative four-day weekend ever, driven by hits like Spider-Man: Brand New Day and The Odyssey, and looks ahead to a busy fall and holiday season.