Marcus Theatres Nudges Patrons Toward Indie Films With Loyalty Program: “We Can’t Live Off Just Blockbusters” – Specialty Preview

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.”

new Specialty Inauguration: IFC Films presents ‘Claire Dennis’ both sides of the blade In NY (IFC Center, Lincoln Center), LA (Laemmle Royal) and Toronto (TIFF Bell Lightbox). The film, starring Juliette Binoche and Vincent Lyndon, expands to about 70 theaters nationally next week. Title of the Berlin Film Festival Competition – Deadline review here – Follows Sarah (Binoche) as a radio presenter in a long-term relationship with Jean (Lyndon), when Sarah’s ex-boyfriend François (Grégoire Colin), who introduced her, returns on the scene.

neon presents love fire Angelica, at AMC Lincoln Square and Sunset 5 in LA. The distributor took over North America from National Geographic Documentary Films, which Acquired worldwide rights to the picture in a bidding war at Sundance, Sara Dossa’s French documentary, which won an editing prize at the festival, explores the life and works of intrepid French volcanologists and couple Katia and Maurice Craft, through rare archival footage capturing some of nature’s most explosive imagery .

magnolia photo presents Dreaming Walls: Inside the Chelsea Hotel Belgian directors Amelie van Elmbut and Maya Duverdier screened 15 screens at the IFC Center in NYC, including Glendale and Monica in LA. The Berlin and Tribeca Fest premiering photograph, executive produced by Martin Scorsese, documents one of the last enclaves of old New York bohemia. As developers transform the Chelsea into a posh boutique hotel, the aging artists and conservationists who call it home, living in a construction site have become a holdout. A quintessential New York documentary, it explores the effects of gentrification on the creative community.

Kino Lorber Presents Murina A Croatian film that premiered at Cannes (Deadline review here) about the escalating tension at their island home between a restless teenage girl, Juliza, and her oppressive father. Antoneta Alamat Kucijanovic’s debut feature is Danica Cusick, Gracija Filipovic and Leon Lusev. Martin Scorsese is a producer. It opens today at Metrograph in NYC and will expand to Los Angeles (Lammal Monica) and other markets next weekend.

Paramount+ Documentary The Day the Music Dead: The Story of Don McLean’s “American Pie”, opens for an academy-qualification race in LA and NYC ahead of its July 19 premiere on the streamer. McLean reveals the secrets behind his iconic 1971 song. Directed by Mark Moorman.

Saban Films launches crime thriller take the night Written, directed, and starring Seth McKitteau at four locations in LA, Chicago, Detroit, Minneapolis and Phoenix. An elaborate surprise birthday stunt quickly leads to dark places when career criminals hired to stage a fake kidnapping.