Regal and Pepsi have announced a new partnership beginning early 2020. When movie lovers visit their favorite theater, the film is the main attraction, but concessions are a key part of the experience. For years, audiences have enjoyed snacking on popcorn, candy, and much more during their visits to the multiplex. Some theaters even offer dine-in options, allowing viewers to have a full meal and VIP experience while they watch the latest feature on the big screen.
Of course, no purchase is complete without a refreshing drink to wash the food down (there's a reason why a soda cup is included in the famous "Let's All Go to the Lobby" animation), so theaters make sure to have a wide range of beverages available for customers. PepsiCo is one of the world leaders in that department, which is why Regal Cinemas is partnering with them to improve their hundreds of locations across America.
In a press release on January 8th, Regal and Pepsi announced they're teaming up this spring, bringing PepsiCo's various drinks (including Pepsi Zero, Mountain Dew, LIFEWTR, Pure Leaf, and more) to Regal's theaters nationwide. The two companies will also join forces for "limited-time product offers" and "entertainment sneak peeks." PepsiCo Chief Marketing Officer Scott Finlow had this to say about the agreement:
“We can’t think of a better way to ring in the new decade than to team up with Regal to create magic at the movies. Pepsi has a storied history in cinema, appearing in some of the most iconic moments on the big screen. We’re looking forward to sharing the perfect popcorn-pairing drink, as well as our partnerships across movies, sports, music and gaming, to celebrate a new age of cinema.”
PepsiCo already had a presence at Regal theaters via Frito Lay snacks, so this is a natural continuation of their business relationship, and it should be exciting to watch this unfold. Besides the revamping of Regal's concession stands, it'll be interesting to see what else comes of this partnership. In the past, Regal's come out with $100 ultimate tickets for some of the year's premier blockbusters, exclusive posters, and more. Working alongside Pepsi, Regal's bound to offer plenty of cool materials - perhaps collectible beverage cups or popcorn buckets based on the biggest titles.
Teaming up with Pepsi marks the latest way Regal is looking to innovate their services to make their chain more appealing to moviegoers. Last year, Regal launched their own subscription plan (similar to AMC's A-List), giving people access to unlimited tickets for the cost of the service. Multiplexes are constantly evolving, and especially in today's environment (when streaming is more prevalent than ever), they need every advantage they can get. Hopefully, Pepsi will be able to help Regal surge ahead of the competition and become bigger than they were before.
Source: Regal