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Columbia House and Loews Cineplex In Co-Marketing Deal

30 Jun, 2003 By: Hive News

Columbia House has made a six-month cross-promotional deal with Loews Cineplex Entertainment through an exchange of assets including movie tickets and DVDs.

"The venture is a great way for Columbia House and Loews to provide more value to our entertainment-hungry customers," explains Scott Flanders, CEO of Columbia House. "We are excited to introduce this to our club members as one more benefit of their membership."

As part of the agreement, Columbia House DVD club members will receive members-only access to movie passes, food concessions and an e-mail-based showtime service provided by Loews Cineplex. As part of a pilot program in a limited number of theaters, Loews consumers will have the opportunity to turn their used Loews ticket stubs and concession purchase receipts into coupons for Columbia House DVD offerings. Additional consumer offers, including promotions and sweepstakes timed to theatrical and DVD releases, are being explored.

"Loews moviegoers have come to expect compelling entertainment experiences," said John McCauley, SVP of marketing for Loews. "By partnering with Columbia House and reaching their unparalleled member base, we are able to extend more relevant options and reach more consumers."

The joint venture is the first in what Columbia House execs hope will be a series of strategic partnerships.

Columbia House direct markets 7,000 video and DVD titles through its entertainment clubs.

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