Mumbai: Cinemax, in a first of its kind initiative, has tied up with i-mint, the national loyalty and rewards program. This move will now add Cinemax to the network of i-mint partners and allow movie-goers and i-mint card holders to earn points at Cinemax. These points can be then redeemed for a reduction or even free tickets at the Box Office.

Cinemax senior VP Devang Sampat said, "This association will help us serve our customers better." I-mint card holders can now buy tickets at the box office and earn as much as 14 points per ticket. The points you earn depends on how much you spend and on which days. For instance, a ticket costing Rs 140 can get you 14 points on a Tuesday, but only 1 point on Fridays and weekends. Says Sampat, "This strategy has been based on the analysis that Tuesdays are the slowest days at the multiplexes and weekends, the most packed."

In effect, these i-mint cards can be swiped when shopping for almost anything, almost anywhere. Right from paying your Airtel phone bill to buying clothes at Lifestyle, the i-mint cards capture these transactions and store points in a common account. Like other loyalty programs, the i-mint cards do not restrict transactions to a single partner only. By supporting multiple partnerships, it allows the consumer to earn through one partner and spend it another, if he so chooses.

Loyalty Solutions and Research Limited (LSRL) CEO Vijay Bobba added, "Consumers have three spending avenues: food, travel and entertainment and Cinemax fulfils the requirement in the last category." I-mint believes that Cinemax has the most widespread national presence with its 51 screens all across India and therefore chose to associate with the likes of it. For I-mint, it is the number of transactions that earn them percentages of the money spent. With marketing spend of almost fifteen crores, i-mint is all set out to capture the Indian spenders in a big way.

Although the i-mint partnership has been introduced only in Mumbai and Thane as of now, plans are to quickly spread it over all other Cinemax properties. Cinemax regulars who are also i-mint members will also be offered a chance to meet celebrities and attend premiere movie shows as rewards on their i-mint cards.

Also present at the launch were movie buffs Deepak Tijori, Ashok Pundit and Shilpa Shukla (Chak De).