Cinemark, which owns Monaco Pictures at Bridge Street Town Centre, is unveiling a new subscription-based membership program to battle box office slumps.
People can participate in the company's "Movie Club" which provides customers with one movie ticket per month, 20 percent off concessions and waived online fees for $8.99 monthly. Subscribers are able to roll over unused tickets, and they can share benefits if they bring a friend to the movie theater. Prices will increase if you see a 3D, XD or IMAX movie.
Cinemark CEO Mark Zoradi calls the program "completely consumer research-driven," and it is geared toward millennials. Company shares have dropped five percent as a part of the 2017 box office slump.
This is considered a way for movie theater operators to go head-to-head with Netflix, which is being considered as increased competition.
General admission for tickets for a Friday night showing at Monaco are $9.25 for adults. Online fees and taxes raise the total to $11.72.