Entertainment Focused Loyalty Program Scene and Scotiabank Announce Scene+

WM Circle Logo

By: Bill Hanifin, CLMP™ |

Posted on February 15, 2022

Scene+ Has Arrived: An Interview With Matthew Seagrim, Managing Director, Scene+.

Entertainment focused loyalty program Scene made some big announcements during December, and this interview with Matthew Seagrim, Managing Director, Scene+, gets you a “backstage” view on the recent announcement and shares perspectives about how loyalty programs are evolving today.

Scene is a joint venture between Cineplex and Scotiabank and has been a program to watch since it launched in 2007. Cineplex is the largest film exhibitor (movie theater chain) in Canada with over 170 locations. They also have a leading streaming video business, The Cineplex Store, a national media business, and operate entertainment venues. Scotiabank is the third largest bank in Canada and a global player, with presence in north, central, and south America with over 90,000 employees.

Today, Scene has grown to over 10 MM members, representing more than 50% of households nationally. The program has been a top ranked program in the annual Visa-Bond Brand Loyalty Survey every year for over 10 years.

Spoiler Alert: The essence of the announcement is the merging of the old SCENE program with Scotia Rewards to create a new program, Scene+. The new program brings together the best of both programs into something new. Scene+ is enriched by adding new partners including Expedia and Rakuten introducing a powerful opportunity for members to earn Scene+ points when shopping daily at major brands. In addition, Scotiabank is adopting SCENE as its loyalty program brand for several of its debit and credit cards. The impact is to expand the focus of SCENE across a wider demographic.

Those highlights are just the start of a great conversation with Matthew Seagrim. You’ll hear about why he thinks that “more has taken place in the Canadian loyalty market in the past 18 months than in the previous 5 years” and he shares valuable details about how SCENE operates and the support system he has on the go.

We hope you enjoy this lively conversation with Matthew Seagrim.