Cineplex Entertainment is taking members of its Scotiabank Scene loyalty program from the big screen to the music scene through the second and third phase of its partnership with concert producer, Live Nation.
Scene members can now purchase tickets for seats reserved exclusively for them at Scene.ca. Members will also receive a 15% discount on music merchandise and memorabilia at Live Nation’s online store.
Research showed that movie-goers also enjoy live concerts, and want to use their points for entertainment-based rewards, said Shawn Bloom, general manager, Scene.
“For us, extending into music is a great complement to the program and gives members another reason to have their Scene card in their wallets,” he said. This isn’t the first time the movie theatre operator has moved onto the live music scene. Last April, Cineplex presented a live concert by Canadian rock band The Tragically Hip in 80 movie theatres across Canada.
The first phase of the promotion launched last summer, when Scene members could redeem 50 points for a chance to win two tickets to a concert produced by Live Nation, and held at Toronto’s Molson Amphitheatre. Dave Matthews Band, Nickelback, Beyoncé and The Killers were among the shows members could chose from.
“The relationship between Scene and Live Nation creates a truly amazing entertainment combination as it connects Scene members with a stellar line-up of artists and live events that they love,” Bret Gallagher, president of Live Nation, Eastern Canada, said in a release.
Cineplex is promoting the partnership through database e-mails and a digital pre-show, set to launch next week.
Cineplex also hosted a contest on its Facebook page last week. The first 10 members to list the three benefits of the Live Nation partnership won reward points.
