Cinema, film, popcorn: Cinemark customers can’t have one without the other. With that in mind, the Chilean branch of the American Cinemas brand wanted to reward its loyal customers with a refillable popcorn bucket and a smart customer retention action. The company’s brand-new IML packaging, produced by packaging manufacturer Fosko and using a Peelable IML label from Verstraete IML, sets itself apart from the pack with its sustainability and reusability.
Says Loreto Boitano, Consessions Manager at Cinemark, “Our customers believe popcorn is a major part of their cinema experience. It is an essential element of a cinema visit, and it helps them enjoy the film. A lot of our customers are frequent cinema visitors, and their loyalty deserves to be rewarded. That’s where our idea of reusable popcorn packaging came from—when they next visit, our customers can simply refill their IML bucket.
“Our former popcorn packaging was made from cardboard and could not be reused after a film, so we started looking for a more sustainable packaging alternative. Our new popcorn bucket also needed to provide added value to our customers, and Fosko proposed an IML bucket with Peelable IML labels in response. It’s proving to be a hit, both for our immediate sales results and for long-term customer retention.”
Explains Fosko Commercial Director Nicolás Ramirez, “It didn’t take much to convince Cinemark of the excellent print quality of our IML buckets. To reward customer loyalty and boost popcorn consumption, we started looking for an innovative customer retention concept. Together with Cinemark, we came up with the Peelable IML action: Thanks to the three removable discount coupons on the IML label, the buckets can be reused up to three times in the cinema. Afterwards, customers can give their buckets a new lease of life at home as storage containers.
