Too many plastic cards? If, like most cinemas, you offer a loyalty program and sell gift cards, you are faced with a number of problems:

• The administrative costs associated with stocking and issuing more than one type of card.
• Having to convince moviegoers with wallets full of plastic cards that they can fit two more.
• Having to swipe more than one card when moviegoers want to use both in a single transaction.
• Only being able to collect transactional data from loyalty cards.