2014 is the first year Harris Poll EquiTrend surveyed consumer opinions for movie theatre brand equity
KNOXVILLE, Tenn.--(BUSINESS WIRE)--Mar. 25, 2014-- Regal Entertainment Group (NYSE: RGC), a leading motion picture exhibitor owning and operating the largest theatre circuit in the United States, today announces the honor of being named "Brand of the Year" in the movie theatre category for the 2014 Harris Poll EquiTrend® Study.
Regal Cinemas was named Brand of the Year after the 26th annual study added a movie theatre category for the first time in 2014. More than 1,500 brands were assessed by American consumers across 170 categories on the Harris Poll EquiTrend Brand Equity Index, which is comprised of three key factors: Familiarity, Quality and Purchase Consideration.
"This is a tremendous honor for Regal because it's not only about our company's size or even our widespread name recognition. To achieve a winning score in this brand equity index, American consumers must know Regal's brand, think highly of our quality and they must frequently come to our theatres," said Greg Dunn, president and COO of Regal Entertainment Group. "Being named Movie Theatre Brand of the Year validates all of the hard work our team puts into creating a great entertainment experience for our guests."
Many moviegoers show their brand loyalty through membership in the Regal Crown Club. The industry-leading rewards program promotes loyalty as patrons accumulate credits at the box office and concession stand to earn free popcorn, soft drinks and movies. The Regal Crown Club provides these incentives to more than 10 million active members. Regal engages its fans through social media channels and with the Regal Movies App. One of the convenient functions of the app enables moviegoers to upload their Regal Crown Club card straight to a smart phone for easy access while on-the-go.
"We are so grateful to hear that this survey confirms how much our guests love coming to the movies at Regal Cinemas. We just want to send a huge ‘thank you' to all of our fans," stated Ken Thewes, chief marketing officer of Regal Entertainment Group. "Our patrons love movies. And at Regal we love movies too. It's great to know that this shared passion translates into a strong bond between our brand and all of our fans across the country."
EquiTrend study details are available online: www.harrisinteractive.com/Products/EquiTrend.aspx
About Harris Poll EquiTrend Methodology:
A sample of 41,806 U.S. consumers ages 15 and over were surveyed online from January 3 through January 31, 2014 and the survey took an average of 30 minutes to complete. The total number of brands rated was 1,531. Each respondent was asked to rate a total of 40 randomly selected brands. Each brand received approximately 1,000 ratings. Data were weighted to be representative of the entire U.S. population of consumers ages 15 and over based on age by sex, education, race/ethnicity, region, income, and data from respondents ages 18 and over were also weighted for their propensity to be online. Respondents for this survey were selected from among those who have agreed to participate in Harris Poll surveys. The data have been weighted to reflect the composition of the adult population. Because the sample is based on those who agreed to participate in our panel, no estimates of theoretical sampling error can be calculated.
About Regal Entertainment Group:
Regal Entertainment Group (NYSE: RGC) operates the largest and most geographically diverse theatre circuit in the United States, consisting of 7,381 screens in 578 theatres in 42 states along with Guam, Saipan, American Samoa and the District of Columbia as of February 20, 2014. The Company operates theatres in 46 of the top 50 U.S. designated market areas. We believe that the size, reach and quality of the Company's theatre circuit not only provide its patrons with a convenient and enjoyable movie-going experience, but is also an exceptional platform to realize economies of scale in theatre operations.