The promotion serves as a thank you to the moviegoers who drove the company’s historic box office performance this year. Beyond discounted admission, members can claim a free small ICEE and receive $5 off a small popcorn while supplies last. The initiative applies to current hits such as Spider-Man: Brand New Day, The Odyssey, The Dog Stars, and PAW Patrol: The Dino Movie.

Vikki Neil, head of marketing at Regal, stated that the event represents the start of new efforts to provide value to loyal patrons. Membership in the Regal Crown Club is free, and tickets for the promotional period are available via the company’s mobile app, website, or at theatre box offices. For those seeking ongoing benefits, the company also offers the Regal Rewards+ subscription service and the Regal Unlimited program, which provides access to unlimited screenings.