SCENE's trilogy of great new game dynamics expected to further enhance emotional connection with members

Already having surpassed three and a half million members, it was announced today that SCENE, the popular Canadian movie rewards program from Cineplex Entertainment and Scotiabank, is further integrating game dynamics with the launch of the Trivia Stars Facebook game.

In the new Trivia Stars Facebook game, both SCENE members and non-members can put their movie knowledge to the test, answering a series of ten trivia questions across a variety of movie genres. Not only can players win bragging rights amongst friends, SCENE members will have the opportunity to earn additional SCENE points.

"SCENE members love movies and will share their favourite movie experiences with us on our Facebook page," says Katherine Dimopoulos, SCENE's Head of Marketing & Brand Experience. "The launch of this fun Facebook game gives movie-goers the chance to interact with other members while testing their movie knowledge and the opportunity to interact with SCENE between visits to the theatre."

In addition to the new game, SCENE recently refreshed its website (www.scene.ca), using valuable insights obtained from its member base to deliver a more engaging experience. This includes SCENEtourage, a national program which enables groups of 3-10 friends or family members to earn more benefits while going to the movies together. SCENE members are encouraged to create and name their own SCENEtourages online, then compete as a group for badges, status and bonus points against other members.

"Going to movies is a social experience, so we love how SCENEtourage recognizes and rewards a behaviour that is natural to our members in a relevant and fun way, while introducing a few gaming elements to create buzz, enhance engagement and deliver a truly entertaining experience," says Dimopoulos.

To better engage with Canadians on-the-go, SCENE also recently launched mobile card carrying after a SCENE loyalty survey found that almost one-third of Canadians (28%) want to engage with their loyalty program via their mobile device.

Ensuring that they'll never forget their card at home again, 300,000 moviegoers have already downloaded the app which allows users to carry their cards on their mobile phones. Using the Cineplex-SCENE mobile app, members can check their points balances, find theatre showtimes, buy Cineplex tickets on-the-go (with no additional service fees), and even join SCENE through the app or the mobile site at m.scene.ca.

SCENE continues to add and expand ways to earn and redeem points for movies, music and dining reward experiences. In the past year alone, SCENE has launched new offerings that allow Canadians to earn points on concession combos at Cineplex theatres and redeem points for Bon Appetit Gift Cards. SCENE has also unveiled the Featured Artist Lounge which gives members an inside look at new musical talent, and opportunities to mingle with bands such as Marianas Trench, Lights and All Star Weekend.

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