Reel Rewards

Frequently Asked Questions

How much does a Reel Rewards membership cost?

A membership or renewal in Reel Rewards costs $10 per year. You will have the option to enroll in auto-renew to ensure your membership never expires.

Can I get multiple cards for my family to use?

Yes. You will automatically receive two wallet cards and two key cards that you may give to whomever you like.

How do I cancel my membership?

Members may discontinue their membership at any time. If a member cancels her or his membership, she or he will not be entitled to any refund of the membership fee for the membership term during which such cancellation occurs. A member who cancels voluntarily may not reactivate the account but is eligible to open a new account without the benefit of the previously accumulated rewards balance. To cancel your account, please create a support ticket at [email protected]

Can my family use my membership and will I earn rewards on their purchases?

Yes, you will be provided with four cards when you purchase a membership so that you can share them. Family members can use your membership, and you can earn rewards on their purchases and redeem those rewards†.

Why is there a fee to join the program?

Reel Rewards is loaded with benefits and perks that make the program extremely valuable to Reel Rewards members. To offer these great benefits, we created Reel Rewards with a $10 membership fee. Members are instantly rewarded with a small popcorn and a small fountain drink (a minimum $10 value), which immediately offsets the cost of the card. When you spend $100, $10 in Reward Dollars will be automatically loaded to your account. (Some restrictions apply; see Terms and Conditions for details.) Here is a complete list of benefits and perks that you can enjoy as a member:

  • Get an Instant Reward – a small popcorn and a small fountain drink (minimum $10 value)
  • Earn $10 in Reward Dollars for every $100 spent*
  • Get free upgrades on popcorn and fountain drinks**
  • Keep track of all your transactions
  • Earn one birthday bonus every year
  • Earn one dollar†† for every friend you refer

When I sign up online, how long will it take to get my card?

Your membership cards will typically arrive in a few days, but it may take up to two weeks in some cases.

Why should I register my Reel Rewards membership card online?

To take full advantage of your Reel Rewards membership, you must register your card online. Unregistered members will be able to accrue points and will be able to redeem the Instant Reward that comes with each membership, but only registered members will be able to redeem Reward Dollars for purchases, take advantage of the Free Upgrades perk, the Birthday Bonus, and the Refer-a-Friend program.

You can register your card by visiting and clicking on "Register Card." Once registered, you can log in whenever you like to view all the details about your membership, including account balance, movie history, transaction history, and more.

How do I earn rewards?

You will receive 1 Reward Point, on qualifying purchases, per dollar spent. Once your point balance reaches 100, $10 in Rewards Dollars will be automatically loaded to your account.* Any time you return to the theatre, you can spend your earnings on tickets or concessions. You earned it—you spend it.

Do my rewards earnings expire?

The membership term is one year. As long as you have an active membership, Reward Points will not expire. Reward Dollars expire 60 days from the date of issue. If your account is cancelled or you do not renew your account within 30 days after the expiration date, your membership will expire and your account balance will be reset to $0.00.

Do my Reward Dollars expire?

Yes. The free small popcorn and free small drink sign up bonus will expire 60 days from the purchase of a new membership or renewal. The $5 Birthday bonus will expire 30 days from the day issued. The $10 Reward Dollars earned for every $100 spent, will expire 60 days from the date earned.

How do I renew?

There are three ways to renew. For all renewals an instant reward will be issued to your account for a free small popcorn and a free small fountain drink. 

Enable Auto-Renew

When your membership is up for renewal, you can enable auto-renew on your account.

Renew Online

You can renew your account online 30 days before your account is set to expire. Just log in to your account and press the "Renew Now" link and follow the on-screen instructions.

Renew at the Theatre

Beginning 30 days before your expiration date, you will be able to renew your membership at the theatre. Just ask the cashier to renew your membership. When renewing at the theatre, auto renew is not available.

How will I know when it's time to renew?

We will add a notification to your account 30 days before your expiration date to remind you to renew your account at the theatre or directly from your account on Auto renew is only available on line. You can sign up directly from your account.

Box office attendants will ask you if you'd like to renew when you visit the theatre within 30 days of your card's expiration date.

What happens if I don't renew before my expiration date?

If you renew your membership early, your new expiration date will be one year from the date of the original expiration. For example, if your expiration date is 01/01/2016 and you purchase a renewal on 12/01/2016, then your new expiration date will be 01/01/2017.

What happens if I renew my membership before my expiration date?

If you renew your membership early, your new expiration date will be one year from the date of renewal. For example, if your expiration date is 01/01/2015 and you purchase a renewal on 12/01/2014, then your new expiration date will be 01/01/2016.

Will I keep my card?

Yes! You will keep the same card pack and online profile when you renew.

When can I sign up for auto renew?

Auto renew is available only when you initially purchase your new membership or renew online. Simply "check" the box for auto renew when you enter your credit card information for your membership purchase.

When purchasing a new membership or renewal at the theatre, auto renewal is not an option.

*Auto renew is temporarily unavailable at this time.

Press "Update Billing Preferences," and you're done.

How do I renew my card online?

  1. Log in to your account
  2. When your account is within 30 days of renewal an alert notification will be displayed on your account.
  3. Click on the "Renew Today" link within the alert notification.
  4. Enter payment information and submit.

How soon will I be able to use the rewards I've earned?

Your Rewards® Dollars will be added to your account immediately. You must register your card to enjoy all the perks of the program.

How will I receive my rewards?

Your rewards are automatically added to your account. You can log in to this website to view your available account balance. You can use your rewards by presenting your Reel Rewards card at the box office or concession stand. You can decide which of your earned rewards you want to use during each purchase.

When will I start earning rewards?

For in-theatre membership purchases, you can begin earning points immediately. You can also redeem your Instant Reward—a small popcorn and a small fountain drink (minimum $10 value)—during the same transaction. For all renewals (auto-renew, online, or in theatre) the reward of a small popcorn and a small fountain drink (minimum $10 value) will be available immediately.

For online membership purchases, you can begin earning points once your purchase has been processed and a card number has been assigned to your account. Typical processing time is one to two days; however, it may take longer.

On your expiration date and during the subsequent 30-day grace period, your account will be suspended and you will not be able to redeem any rewards at the theatre until you purchase a membership renewal.

What if my Reel Rewards card is lost or stolen?

You can report a lost or stolen card online. To report a loss, log in to your account and click "Lost or Stolen Card" in the lower right of the screen. We will deactivate your old card number and issue you a new set of cards with a brand-new number. We will transfer all the activity from your old card over to a new card number and mail your new cards to the address listed in your account profile.

You are responsible for promptly notifying VSS-Southern Theatres if your membership card is lost or stolen. You may provide such notice to an employee at a VSS-Southern Theatres box office or to a VSS-Southern Theatres representative by calling Member Services at 1-877-270-1133. You will be liable for any transactions that occur with your membership card before the card is reported lost or stolen, and any unauthorized reward redemptions will not be credited back to your account. VSS-Southern Theatres is not responsible for the use, accrual, or redemption of rewards and perks from an account that has been used without the Member's permission. You agree to defend, indemnify, and hold VSS-Southern Theatres harmless from and against any liability or damages it may incur as the result of the improper or unauthorized use of your membership card.

I registered my card online. When will it be active?


* Points can only be earned on qualifying purchases which are outlined in the Terms & Conditions.
** Premium collectible containers, Instant Rewards, and combos are ineligible for upgrades.
† Only the account holder may look up account information by phone number at the theatre and must present a valid ID with the account holder's name. During a phone number lookup, you will be able to use the Free Upgrade perk and Instant Reward coupon, and earn loyalty points for purchase of approved items. You will not be able to redeem loyalty dollars during a phone number lookup.
†† Where referenced, dollars, money, or $ are added to Reel Rewards membership accounts and are not redeemable for cash, and may not be transferred, traded, or sold.