![]() ![]() Only time will tell if the strategy pays off. ![]() With the launch of the refillable popcorn buckets, Cinemark is hoping to make its theaters more appealing to families and value-conscious customers. It has also expanded its food and drink offerings, and introduced a loyalty program that offers discounts and other benefits to frequent customers. Earlier this year, the company began offering reserved seating in all of its theaters. The refillable popcorn buckets are just the latest in a series of changes Cinemark has made to its business in an effort to turn things around. The company has been struggling in recent years, posting a loss of $74 million in the first quarter of this year. The move comes as Cinemark looks to boost its bottom line by offering customers a more affordable option for popcorn. The buckets, which will cost $5, can be refilled an unlimited number of times for $2.50. Cinemark, one of the world’s largest movie theater chains, announced today that it will be selling refillable popcorn buckets in all of its locations.
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