Use a spend-or-attendance lottery to promote a partner experience
109 Cinemas Osaka Expocity and Minoh ran a weekday lottery, 16 September–2 October 2026, for customers who saw a film or spent ¥500 at the concession or shop that day, with invitations to the KAGAMI+ mixed-reality experience as prizes.
Published 9/28/2026
The idea
A weekday-only prize tied to spend gives a reason to visit on quieter days and connects the cinema with a local cultural partner.
Evidence
Customers who watched a film that day, or spent ¥500 or more at the concession stand or cinema shop, could draw a lottery ticket. Prizes were invitation cards for 'RYUICHI SAKAMOTO & TIN DRUM KAGAMI+', a mixed-reality experience in Osaka, bookable by QR code.
Operator takeaway
The transferable value is the operating mechanism, not an assumed outcome. Adapt it with a clear baseline and decision rule.
Try this
Offer a weekday draw for customers spending above a threshold, with prizes from a local partner, and compare weekday spend with the previous month.
Measure
Weekday admissions; Transactions above threshold; Entries; Prize redemption.
Watch out for
Number of prizes and entries is unpublished. Any footfall or spend effect is unpublished.
Operator, market and timing
109 Cinemas Osaka Expocity and 109 Cinemas Minoh, Japan. Announced 14 September 2026; runs weekdays 16 September–2 October 2026.
What the initiative does
Customers who watched a film that day, or spent ¥500 or more at the concession stand or cinema shop, could draw a lottery ticket. Prizes were invitation cards for 'RYUICHI SAKAMOTO & TIN DRUM KAGAMI+', a mixed-reality experience in Osaka, bookable by QR code.
Why it may matter to an operator
A weekday-only prize tied to spend gives a reason to visit on quieter days and connects the cinema with a local cultural partner.
Terms, eligibility and restrictions
Weekdays only; Saturdays, Sundays and public holidays excluded; ends early when prizes run out. Two cinemas only. Invitations are single-use, non-resaleable and for ages 13+.
What is known and what remains unknown
Number of prizes and entries is unpublished. Any footfall or spend effect is unpublished.
A practical adaptation or test (CIA suggestion)
Offer a weekday draw for customers spending above a threshold, with prizes from a local partner, and compare weekday spend with the previous month.
Resources and commercial or operational risks
Partner prizes and front-of-house process. Risk: rewarding spend that would have happened anyway.
What to measure
Weekday admissions; Transactions above threshold; Entries; Prize redemption.
Related examples on Cinemas in Action
See also 'Test premium sound before permanent investment' (109 Cinemas), a distinct initiative.
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