The country’s fourth-largest cinema chain is testing a new subscription program called MovieFlex+ that includes a curated set of short and medium-sized films each week at no additional charge.
“We Can’t Just Stay Blockbuster,” President and CEO Greg Marcus Indicates the deadline. “We can’t live by just dinner. We need breakfast and lunch, too.”
The launch of the $14.99 monthly service comes as a box office renaissance for the wide-release studio franchise, but is it undermining smaller films. The issue is the long-term health of a dramatic ecosystem with product breadth and depth.
Marcus began testing MovieFlex+ in two markets in January with a generic subscription plan, also the new one, called MovieFlex for $9.99 per month that offers a free movie of choice. Both programs have deals on concessions and other perks. At the two Columbus theaters, Crossroads and Pickering, where both programs are available, MovieFlex+ members number about three to one MovieFlex members. Marcus also offers MovieFlex+ at three Omaha, Nebraska theaters – Twin Creek, Village Point and Majestic Cinemas.
Greg Marcus said Circuit also sees MovieFlex+ as an opportunity for larger studio films to increase their run. Distributors “may be ready to pull this off the screen. We’ll say, ‘Let it be a little longer.'”
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“The question is, is there enough demand in the market? We don’t know that yet. But it’s promising,” Marcus said. “We’ll continue to work with content partners to watch, tweak, tweak. But we’re seeing positive signs.” They said that members of MovieFlex+ were 150% more likely to watch a small or medium-sized movie than a control group.
Another benefit that MovieFlex+ includes is the option to watch an unlimited number of “non-eligible” movies (anything not in the free group) for an additional $5 ‘flex up’ fee. About 7% of MovieFlex+ members who watch movies Top Gun: Maverick Using Flex Up. everywhere together is in second place at 3%.
Circuit has not yet determined the next markets. Greg Marcus said, “We want to be a very open book and share what’s happening with the studio and get their feedback.” “Have to work on fellow stamps and families. And once we’ve gotten through that, it’s up to us to figure out what the demand is. We want it to be a win-win for all.”
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