Cineplex Canada is revamping its Scene rewards program beginning this fall,which means consumers will have to earn more points before they can redeem them for VIP or 3D films.
Currently, Scene members can exchange 1,000 points for any tier of ticket, including regular admission, 3D films, IMAX, UltraAVX, D-Box and VIP. As of November 4, the redemption costs on premium tickets will be going up between 50 and 100 per cent. This means that VIP tickets will now require 2,000 Scene points while all other premium tickets will cost 1,500. Regular admission tickets will still require 1,000 points.
In addition to the higher number of points required to redeem VIP and 3D tickets, Cineplex will also boost the number of Scene points awarded for each premium movie ticket purchased to 150 points and for VIP movies to 200 points. The ticket price for premium movies is usually higher than for general admission films. General admission films will continue to earn 100 points.
According to Cineplex, more than 6.6 million Canadians are Scene members. Along with the Scene loyalty card, Cineplex has also partnered with ScotiaBank to help Visa holders earn points at an accelerated rate.
Canada has no rules against the devaluation of loyalty programs, despite consumer groups urging the creation of regulations, which leaves many retailers free to devalue point systems as they have. In a 2013 report, the Public Interest Advocacy Centre noted that consumers have little recourse when a company devalues the points they have spent time and effort acquiring.
Patrick Sojka, founder of RewardsCanada.ca, points out the same kind of adjustment has happened with shopping and travel loyalty programs. “It’s really unfortunate to see something like this happen, but it really seems to be a norm with loyalty programs. They go over their programs and where the program’s not working, they adjust the points requirement,” he said.
This change is set to take effect on November 4, 2015. Will this effect how often you go to the movies?
Click here here to read more about the changes to Cineplex’s Scene Card.
I actually think it is a good thing.
We often choose the most expensive theater in my area for better service, and cleaner seats. Since they charge the same points, it has been attracting customers who earn points in cheapers location to redeem for premium tickets.
Have been noticing the decline in quality of customers in cinemas because it has too cheap. 12 year olds in R-rated UltraAVX horror movies, gagging and screaming at the screen, running up and down the seats, in and out… their behavior devalues our tickets. I have not been in the Cineplex since 2013 except for “In The Gallery” events. I’d rather wait for DVDs or Netflix.
I really wish the prices were even higher, so the quality would be better. I rarely see movies in the cinema. When I do. I would prefer it to be a good experience. Otherwise, I’d wait for Netflix/ DVDs.
I’m glad I used my scene points up then for a D-Box movie before this change takes effect. I don’t go much to Cineplex as I have social anxiety and it makes it difficult. I hope one day Netflix changes all this where you pay an additional cost on your current Netflix fee of $7.99 per month to see theater movies at home instead of at the theater. So say you pay $14 at the theater you pay the same at home. I mean you can still have the choice of the theater but if you’re feeling sick or just generally don’t want to sit in the theater you have that option. I’m sure theaters wouldn’t be too pleased with this but it sort of seems to be the direction things are shifting towards… Netflix.