“Ready to take the stage?” UCI Cinemas launches the campaign for myUCI, the circuit’s new loyalty program
28.05.2026
An integrated communications project across digital channels, out-of-home media, and in-theatre touchpoints, designed to make audiences feel like the protagonists of the UCI Cinemas experience.
UCI Cinemas, Italy’s leading cinema circuit and part of Europe’s largest cinema group, ODEON Cinemas Group, today presented its new integrated campaign for the launch of myUCI at UCI Cinemas Porta di Roma—one of the brand’s flagship multiplexes in Italy: “the loyalty program for those who truly want to experience cinema.”
A one-of-a-kind project designed to highlight the opportunity for audiences to “step into the spotlight” and experience cinema as true protagonists.
Created by Serviceplan Italia, the creative agency of the House of Communication, the Hollywood-style campaign aims to promote the new myUCI loyalty program and its key benefits: completely free, with no commitments or sign-up costs. The program is open to everyone and accessible across all UCI Cinemas channels—at the box office, online, via app, self-service kiosks, and at the bar. There is no physical card: everything is digital and always available via the UCI Cinemas app and website.
The points collection system is simple and intuitive: for every euro spent, users earn 10 points, both on ticket purchases and food & beverage, across all channels. Points can then be redeemed for free or discounted tickets, as well as complimentary bar products.
The campaign will roll out through a multichannel plan, including outdoor advertising, digital media, sponsored social campaigns, and special creative activations—ensuring it is both seen and experienced by audiences across all touchpoints.
“With myUCI, we are taking a further step in offering our audience a unique experience, tailored to individual preferences and rewarding the loyalty of those who continue to choose us as their go-to destination for cinema entertainment,” said Ramon Biarnes, Managing Director Southern Europe & Northern Europe of Odeon Cinemas Group. “We aim to provide a simple, accessible loyalty program designed to support audiences at every stage of their cinema journey; full digitalization and dedicated benefits allow us to strengthen our relationship with our customers.”
myUCI members can access a wide range of exclusive benefits designed to make every cinema experience even more special: dedicated discounts on tickets and food & beverage, welcome gifts, birthday tickets, family offers, and free exclusive previews reserved for members. There is also the possibility to appear on the poster of a favorite movie thanks to AI.
