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Regal Cinema has long been a leader in the entertainment industry, known for its state-of-the-art theaters and immersive experiences. However, as the market evolved with the rise of streaming platforms and shifting consumer expectations, Regal faced the challenge of retaining loyal customers and driving more frequent visits. To stay ahead, Regal Cinema partnered with Watson Creative to reimagine its brand, engage audiences in meaningful ways, and introduce a loyalty program that would redefine customer connections.
Regal faced a dynamic market where competition extended beyond other cinemas to include streaming platforms and at-home entertainment options. Their goals were clear:
Discovery and Strategy
Watson Creative began by analyzing audience behaviors and trends through detailed market research and competitive audits. We developed audience personas to understand what motivated moviegoers to choose Regal over competitors and to identify opportunities for deeper engagement.
Building Regal Unlimited
The Regal Unlimited loyalty program emerged as the centerpiece of our strategy. This subscription-based platform offered unlimited movie access for a flat monthly fee, alongside exclusive perks such as discounted concessions, early access to tickets, and invitations to special events.
Gamification and Rewards
Gamification played a critical role in driving engagement. Members earned points for activities like attending movies, engaging with social media campaigns, and participating in surveys. Points could be redeemed for concessions, ticket upgrades, or unique experiences like behind-the-scenes tours.
Digital and In-Theater Integration
Seamless integration was key to Regal Unlimited’s success. Watson Creative designed an intuitive app that connected members to their accounts, tracked points, and showcased reward options. The app also integrated with Regal’s website, ensuring a consistent experience across all digital and in-theater touchpoints.
Marketing Campaigns
A robust marketing campaign supported the program’s launch, leveraging email marketing, social media, and in-theater promotions to raise awareness and drive sign-ups.
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
Make it meaningful. From naming to narratives, we create content that speaks with purpose—rooted in truth, tuned to your audience, and built to connect.
Design for behavior. We craft digital experiences that are intuitive, scalable, and aligned with how real people move, click, swipe, and search.
Bring brands to life. Physical spaces, moments, and memories matter. We design experiences that feel human—and stay with you long after the lights go out.
Drive connection. Our marketing approach blends data and instinct—getting the right message to the right people, in ways that actually move them.
Partner on progress. We work alongside your team to solve real problems, shift thinking, and build internal alignment—without the agency ego.
