Regal Entertainment Group hopes to create loyal subjects out of fickle movie-goers. The largest theater owner and exhibitor in the US has more than 570 theaters with some 7,360 screens in 40-plus states through its Regal Cinemas, Edwards Theatres, United Artists Theatre Company, and Hoyts Cinemas brands. Its theaters house an average of 12.9 screens, and more than 75% of its screens are in theaters with stadium seating. It also claims to be one of the most modern theater circuits in the country. Regal Entertainment co-owns National CineMedia, a joint venture that sells in-theater ads and operates a video network that distributes digital content to theaters. Regal Entertainment Group was formed in 2002.
As part of its strategy to participate in partnerships, Regal Entertainment jointly owns film distribution company Open Road Films with AMC Entertainment.
Tennessee-based Regal Entertainment operates 572 theaters in 42 US states, the District of Columbia, Guam, Saipan, and American Samoa. The chain targets midsized metropolitan markets and suburban growth areas of larger cities. It has a large number of theaters in California, Florida, and New York; those three states together account for nearly a third of Regal Entertainment's locations.
Sales and Marketing
Regal Entertainment employs an interactive marketing program for specific films and concession items to increase attendance and consumption. Its Regal Crown Club loyalty program rewards frequent moviegoers with deals of concessions and more.
A major part of Regal Entertainment's strategy to get customers out of the living room (where they are more inclined to watch DVDs from fancy home theater systems) and into the movie theater is through digital cinema. The company has most of its screens outfitted with digital projection systems and stadium seating. The theater chain completed its 3D deployment a couple of years ago.