Cinema Group Plans Co-Branded Card

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Regal CineMedia Corp., JPMorgan Chase & Co. and MasterCard International are planning the first co-branded credit card issued by a theater circuit to reward moviegoers, the companies said yesterday.


Regal CineMedia, Centennial, CO, is the media subsidiary of Regal Entertainment Group, Knoxville, TN, the world's largest movie theater operator.


The credit card is called the Regal Entertainment Group Platinum MasterCard. It launches in the spring.


Regal Entertainment Group also announced a multiyear marketing agreement yesterday with MasterCard International, Purchase, NY, making MasterCard its official payment card brand.


The REG Platinum MasterCard will include a rewards program delivering "Priceless" experiences unique to REG circuits that include Regal Cinemas, United Artists Theatres, Edwards Theatres and Signature Theatres nationwide.


"Cardmembers will be eligible to earn reward points with each purchase made at any REG theater nationwide or anywhere MasterCard is accepted," said Cliff Marks, president, marketing and sales at Regal CineMedia.


Point-of-sale materials, national print advertising, direct mail and an online effort will support the card's introduction.


The marketing deal with MasterCard includes on-screen and in-lobby promotional opportunities for Regal Entertainment Group's 560 theaters nationwide, reaching nearly 6,300 screens in 40 states.


Melissa Campanelli covers postal news, CRM and database marketing for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


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