The objective is to “adapt to the rhythms of life” of the spectators.
While UGC cinemas have until now offered three “unlimited” cards – one individual, one allowing two people to go to the cinema and one valid for those under 26 – they are launching five new ones from this Wednesday, February 7 offers.
In addition to a “week” card valid from Monday to Friday (at 19.90 euros per month) and a “weekend” valid from Friday to Sunday (also at 19.90 euros per month), the network is creating a “family” pass » allowing you to invite up to three people (at 49.90 euros per month), but also a new ticket giving access to all sessions and those of Viva l'Opéra!, the program of operas broadcast in theaters ( 34.90 euros per month).
And finally an offer for those under 26 giving access to all sessions at the same time as Canal + (25.95 euros per month).
Like the previous cards, all these products will also allow you to go to MK2 cinemas and member theaters.
“We carried out surveys with our spectators and we found that some only go to theaters on weekends, others only during the week, still others love opera screenings... This is why “we decided to innovate,” explains Samuel Loiseau, general director of UGC cinema operations.
Existing cards will increase
The three existing “unlimited” cards remain on sale, but their price will increase from May.
The individual will go from 21.90 euros to 23.90 euros per month, that intended for those under 26 from 17.90 euros to 19.90 euros, and the “duo”, until then at 36.80 euros, will cost 39.90 euros.
“The price of unlimited UGC cards has not changed since 2016,” explains Samuel Loiseau.
However, there is not a single other product so the price has not increased over this period.”
This change in prices is accompanied by something new: with the individual card and that for those under 26, subscribers will now have the possibility of having a companion benefit from a rate of 8 euros.
This advantage is also valid on the new “weekend” and “weekday” offers.
Furthermore, the initial commitment period will no longer be 12 months, but 6 months.
UGC refuses to communicate the number of subscribers to its “unlimited” cards.
And only states that the category of tickets best sold in its cinemas, all prices combined, are precisely those purchased via this type of sesame.
“In our theaters, less than 20% of spectators pay the full price,” explains Samuel Loiseau.
The UGC manager recognizes, however, that subscriptions have fallen due to Covid and the closure of theaters in 2020 and 2021. “Some of our subscribers canceled their card even if the direct debits had been frozen during the closure of cinemas,” assures -he.
Without, however, saying whether the volume of subscribers has since returned to its pre-pandemic level…
A first test of 5,000 copies
With these new targeted offers, UGC intends in any case to win over new loyalists.
Initially, the group will do a test by marketing only 5,000 copies of each card.
“We will then take stock, but we are quite confident,” warns Samuel Loiseau.
Who wishes to emphasize that “unlimited” UGC cards “encourage the public to go see various films and to take risks”.
Also read UGC, MK2, Pathé Gaumont, CGR: unlimited cards, a good movie plan?
In the cinema market, another circuit has similar passes: Pathé Gaumont cinemas.
These offer three offers, comparable to those marketed until now by UGC: the individual card (19.90 euros per month), that for those under 26 (16.90 euros per month), and the offer “duo” (33.90 euros per month).
Will Pathé Gaumont follow UGC's example by launching new offers?
This will depend on the enthusiasm for the new products... But in August 2000, only five months after the launch of the “unlimited” UGC card, Pathé in turn announced the creation of an offer of the same nature.