Lights, Camera, Loyalty: How Marcus Theatres Elevated Moviegoing with Clutch
The Challenges Marcus Faced
It’s no secret, the movie theatre experience has been battling for attention. With streaming giants offering new releases at the click of a button and home theatres becoming more sophisticated, Marcus Theatres was up against a modern reality: people were staying in more and going out less.
To keep up with rising competition, and to keep driving profits, Marcus had to reimagine its role in the entertainment ecosystem. The challenge wasn’t just getting people in the door the first time; it was about making them want to come back again and again.
Driving repeat attendance was at the top of the list. Marcus needed to create a compelling reason to choose the theatre over the living room. The traditional lures, big screens, and booming sound were no longer enough. They had to evolve the experience into something emotionally resonant and personalized. Then there was the issue of concessions, a long-standing profit center in the theatre business. Marcus needed to find smarter ways to influence purchasing behavior leveraging data to nudge customers toward that second snack or spontaneous upgrade. Personalization became a major opportunity for improvement. Marcus recognized that every interaction whether digital or in-theatre had to feel tailored. A generic email blast or one-size-fits-all app experience simply wouldn’t cut it. They needed to reach customers with the right message at the right moment, across channels.
The Solution
To meet the moment and the modern moviegoer,Marcus Theatres needed intelligence. That’s where Clutch stepped in.
By implementing Clutch’s Loyalty Management and Marketing Automation modules, Marcus built a loyalty ecosystem that was responsive and predictive. Powered by AI and real-time data, the new system allowed them to stop guessing about their customer, and start understanding their customer.
It began with intelligent, dynamic segmentation. Instead of broad customer groups based on limited metrics, Marcus could now drill down into actual behaviors. Were customers skipping concessions? Visiting only on Tuesdays? Buying tickets for family-friendly films or horror flicks? With Clutch, they could slice and dice their audience into dynamic segments that updated in real-time, ensuring every communication was timely, relevant, and compelling.
Marcus Theatres’ loyalty and subscription programs, Magical Movie Rewards® andMarcus Movie Club, were already popular. But with Clutch, they evolved into true audience magnets.
"Clutch helped us evolve our loyalty programs from transactional to experiental We’re no longer guessing — we’re building meaningful relationships with our guests based on real behavior and smarter data."
Marcus Theatres' Programs
Magical Movie Rewards®: Everyday Visits, Extra Value
MagicalMovie Rewards® turns everyday visits into elevated experiences. With over 5 million members, the program now drives nearly 46% ofMarcus Theatres’ total attendance, proving just how effective smart loyalty can be.
Members earn 1 point for every $1 spent, and every 100 points unlocks a $5 reward, redeemable on concessions or in-theatre dining. The process is seamless: no levels to track, no hoops to jump through.Just earn, redeem, and repeat.
But the magic doesn’t stop at the rewards counter. Members also enjoy:
● Free refills on fountain drinks
● A free large popcorn on their birthday
● Discounted movie tickets and snacks everyValue Tuesday
● No online service fees on Value Tuesday tickets
● Exclusive invites to early screenings
● Personalized weekly emails with AI-powered deals and promotions
These perks, combined with Clutch’s AI-driven personalization, keep the experience fresh and relevant, boosting both ticket frequency and concession spending with every visit.
Magical Movie Rewards® is simple, generous, and built to make every movie feel like a premiere.
Marcus Movie Club
For just $9.99/month, members unlock a seamless and rewarding moviegoing experience that drives deeper engagement and consistent revenue for Marcus Theatres.
Each membership includes:
● One2D standard movie ticket per month, with free rollover for unused credits
● 20%off all food and beverages (excluding alcohol), fueling larger concession spends
● Discounted$9.99 tickets for friends and family
● Noonline ticketing fees
● All the perks of Magical Movie Rewards®, including earning $5 for every 100 points
The results:
Movie Club members visit the theatre 2–4 times more often than non-members, transforming casual guests into routine regulars. The monthly fee model offers a steady, predictable revenue stream, while loyalty incentives like the 20% concession discount increase per-visit spending.
"The combination of automation andreal-time insights has completely changed how we engage with our audience.We’re reaching the right guest, at the right time, with the right message — andit’s driving real results."
Business Impact
The numbers crunch as loud as the popcorn:
● VisitFrequency: Loyalty members now visit 4X more often than non-loyalty guests
● SpendingPower: Loyalty members spend 10% more per visit on average
● RepeatPurchases: Reward redemption drives repeat purchases atan 80% rate
● IncreasedLifetime Value: Loyalty members hold on average an 85% greater lifetime value than non-loyalty members
That's a Wrap!
With Clutch, Marcus Theatres has recognized the potential that loyalty has as a revenue driver. By marrying AI, automation, and human-centered strategy, they created a loyalty experience that has created deeper engagements between their brand and their customers.
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