Use a format challenge to encourage a second viewing
GSC's Grant a HOPE competition asks Rewards members to buy and watch the same film in at least two eligible formats, then submit a creative response by 11 October. Entry does not guarantee a prize.
Published 10/5/2026
The idea
A format challenge can encourage a second paid viewing of one film while introducing customers to experiences they may not otherwise try.
Evidence
Logged-in GSC Rewards members must purchase and watch HOPE in at least two different eligible formats—2D, ScreenX, 4DX and IMAX—and submit a creative response through the designated form. Prizes include a stated one-year supply of special-format vouchers.
Operator takeaway
The transferable value is the operating mechanism, not an assumed result. Test it against a clear baseline and full delivery cost.
Try this
For one suitable title, invite members to try a second format and submit a lightweight response, with a capped prize pool and a comparison against ordinary cross-format booking behaviour.
Measure
Second-format trial; Additional paid visits; Reward cost; Subsequent format choice; Displacement between formats.
Watch out for
Entry volume, second-format incrementality and later format preference are not reported. Some activity may shift between formats rather than add a visit.
Operator, market and timing
GSC, Malaysia. Creative entries close 11 October 2026, so this is a short-lived current competition at publication.
What the initiative does
Logged-in GSC Rewards members must purchase and watch HOPE in at least two different eligible formats—2D, ScreenX, 4DX and IMAX—and submit a creative response through the designated form. Prizes include a stated one-year supply of special-format vouchers.
Why it may matter to an operator
A format challenge can encourage a second paid viewing of one film while introducing customers to experiences they may not otherwise try.
Terms, eligibility and restrictions
This is a competition, not a guaranteed reward. The source does not justify inferring a voucher quantity or unlimited use; collection and notification conditions remain in the rules.
What is known and what remains unknown
Entry volume, second-format incrementality and later format preference are not reported. Some activity may shift between formats rather than add a visit.
A practical adaptation or test (CIA suggestion)
For one suitable title, invite members to try a second format and submit a lightweight response, with a capped prize pool and a comparison against ordinary cross-format booking behaviour.
Resources and commercial or operational risks
Account matching, watch verification, judging, prize fulfilment and format capacity. Risk: a complex entry process reduces participation.
What to measure
Second-format trial; Additional paid visits; Reward cost; Subsequent format choice; Displacement between formats.
Related examples on Cinemas in Action
Compare 'Pair film purchases before releasing a reward' and 'Reward a second film with a concession voucher'.
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