Jill Goldsmith writes on Deadline that Marcus Theatres Nudges Patrons Toward Indie Films With Loyalty Program.

Marcus Theatres of the Marcus Corporation is the fourth-largest cinema chain in the U.S. with over 1,000 screens.

The new monthly subscription plans are MovieFlex ($9.99) and MovieFlex+ ($14.99.)

Jill quotes Marcus CEO Greg Marcus as saying, “We can’t live off just blockbusters. We cannot just live off dinner. We need breakfast and lunch too.”

“The question is, is there enough demand in the market? We just don’t know that yet. But it’s promising. We are just going to continue watching, tweaking, working with content partners. But we are seeing positive signs. We want to be a very open book and share what’s happening with the studios, and get their feedback. There’s work to do on companion tickets, and families. And once we get through that, to figure out what the demand is. We want this to be a win-win-win for everyone.”

Marcus Theatres already showcases indie movies in their Spotlight Films series.

My take: I sincerely hope this experiment works. Diversifying the cinema experience beyond comic book movies at a reasonable price is truly a win-win-win for the audience, the theatre and indie filmmakers. It will also counter the rise of streaming and keep another distribution option open.