The Crown

Regal’s overall branding model is consistent with their name in size and scope. However, the jury is still out on whether the locationas are actually fit for kings. Their theaters often appear in the form of large multiplexes averaging over 12 screens. There is an apparent interest in keeping with traditional movie theater elements, though they have been distinctly upgraded. Large marquees in lobbies are now almost exclusively digital. I’m sure some miss the traditional marquee, but that’s the way cinemas are headed.

As far as I’m concerned movie theaters do not have any other responsibilities beyond providing a clean, safe and welcoming environment to watch movies. That’s why I am surprised to learn that Regal Cinemas has a foundation, which gives back to the communities that house their theaters through donations to groups like the Boys & Girls Clubs of America. I have never seen the impact of this organization. That would be a great point to emphasize in order to brand the company as socially aware. Maybe the executives are actually trying to make a difference without receiving something in return.

Like many other businesses, Regal Entertainment Group has a logo for any situation. Following that is a laundry list of regulations on the usage of those symbols. If I’m not in class on Tuesday please come bail me out of jail for using the Regal Cinemas symbol in my post. Can you guess what that thing in the circle is? I thought it was a strange popcorn kernel for years, but staring at it for 20 minutes has told me that it is a crown. How regal.

Now that I’ve had this revelation, the group’s Crown Club Card makes a lot more sense. The points based system gives incentives to frequent moviegoers. It’s nothing that hasn’t been seen before, free sodas, discount candy and the holy grail of theater rewards, the free movie ticket (some restrictions apply, of course). This is a powerful strategy to keep fans happy. Ticket prices are expensive at most theaters so anything that is “free” surely is appreciated. They obviously know that those who get the free popcorn will buy a drink to accompany it. But I never do. That’s my way of sticking it to the man. I wonder if they feel that burn in their potentially deep pockets.

Since Regal Entertainment group must balance their branding between the common people who go to the movies and fickle stockholders they don’t seem to have much gimmicky advertising. Plus, in the mid-sized markets that the theaters are located in, there is the potential that lack of competition will usually bring in customers. From an outsider’s perspective the company is successful at branding themselves as a modern movie theater chain that is up to date with the latest technologies.