Scene Points are Now Devalued

Alphabeatic.com

Cineplex is increasing the Scene points that you need to get for their premium movie tickets. Points redemption is now increased by 50 to 100 per cent. This is bad news for all of us that have gained a lot of points but didn’t redeem them. Currently you need to have a minimum of 1000 points for a free ticket to watch regular movies, 3d, IMAX, D-Box, VIP and UltraAVX. From now on you need 2000 points to get a VIP ticket and 1500 for all other premium tickets. For regular admission you need 1000 points.

A lot of people in forums are complaining about this move, they see it as lack of innovation. Some forum users stated that Canadian companies are greedy and do not care about their loyal customers.

In Canada there are no rules that forbid companies from devaluing their loyalty programs. This means that they can change it as they please. To make it all worst, there’s nothing stated in the law to protect consumers when it comes to loyalty points that have been collected and never used. The underlying message here is to use your points as frequently as possible so you won’t end up with thousands of points that you cannot redeem. Going back to Cineplex, one needs to understand the control that they have on the movie market in Canada since they control close to 80 per cent of the market. This means that they can change whatever they want without negatively effecting their demand since us consumers have no where else to go.