The promotion lets movie-goers check-in via Facebook Places at any Regal Entertainment Group Theater to receive a mobile coupon that they can redeem at the concession stand. The promotion is running until August 31 or until 1 million bags of popcorn have been redeemed.

“The objective is to position Yahoo Movies as the premier movie-making decision site and deepen engagement with movie fans,” said Bahareh Ramin, spokeswoman for Yahoo Inc.

“The strategy is to reach our most coveted target audience – movie-goers – in theaters and reward them with free popcorn for engaging with us,” she said.

Regal Entertainment Group’s theater circuit comprises Regal Cinemas, United Artists Theatres and Edwards Theatres and operates 6,657 screens in 535 locations in 37 states and the District of Columbia. Regal operates theatres in 43 of the top 50 U.S. designated market areas.

Yahoo creates digital experiences for more than a half-billion people.

Mobile redemption
To redeem the coupon, consumers can enter popcorn.yahoo.net on their mobile browser while inside a Regal location.

Consumers can also text the keyword POPCORN to the short code 35350 to send the link to their mobile device.

“We partnered with Regal Entertainment because they are the largest theater chain in the United States with 535 theaters, 6,657 screens across 37 states,” Ms. Ramin said.

All about the offer
An initiative such as this helps get more consumers in theaters, especially in time for summer blockbusters.

Consumers always carry their mobile device on them and when a company offers an incentive – in this case, a free popcorn – customers are more engaged to participate with them.

Offering an incentive that is part of an overall mobile strategy is becoming a growing trend in the mobile industry.

“We are getting the word out about this promotion via theater advertising, such as posters, banners, counter cards and door clings.” Ms. Ramin said.

“Additionally, we are using social media advertising and advertising on Yahoo and via editorial,” she said.