Regal Entertainment seems to be taking a leaf out of Willy Wonka’s book: for the opening of Michael Bay’s new explode-a-palooze “Transformers: Age of Extinction,” the theater chain is offering fans the chance to buy what it’s calling a ‘Super Ticket.’
What’s a Super Ticket? Well, it comes with the perks of a normal movie ticket (i.e., it gets you into the theater), but for $15 more, it also gets its buyer a digital copy of “Extinction” when the film is released for home entertainment as well as a digital download of any of Bay’s other three “Transformers” movies.
Obviously, the Super Ticket strategy is aimed at super fans–after all, who else would be interested in buying a digital download of a movie in tandem with the very ticket to see that movie in theaters? (Well, Regal is actually giving fans the option of upgrading to a Super Ticket even after they see the fourth installment of the “Transformers” franchise–the digital download offer will be available through July 10.)
But there’s something rather clever going on here. Consumers are forgetful creatures, and it’s much easier to impulse buy a film for your home library in the moment rather than remembering months later when it is released. For Regal (and Paramount), convincing a moviegoer to buy a super ticket means locking in that extra profit up front. That sounds like a strategy that other studios might emulate going forward.