Theaters Introduce Certified Collectible Passes to Boost Revenue

2026-11-11 companies

New York, Wednesday, 11 November 2026.
Lionsgate and Regal are turning cinema tickets into authenticated collectibles, offering rare tiers with official professional grading to drive higher per-patron revenue during the newest franchise theatrical run.

Collectible Ticket Initiative Launches Ahead of Theatrical Rollout

Lions Gate Entertainment Corp. (NYSE: LGF.A, LGF.B) has partnered with Regal Cinemas and authentication firm PSA to introduce an official collectible ticket program for The Hunger Games: Sunrise on the Reaping, marking a strategic push to enhance theatrical revenue streams through premium merchandise. The initiative, developed in collaboration with Keepsake, will debut on November 20, 2026, at 200 participating Regal locations nationwide [1]. Regal began accepting preorders for the collectible tickets on November 10, 2026, aligning with the franchise’s broader promotional campaign [1].

Rarity and Grading Drive Collector Demand

The first series of collectible tickets features 10 unique designs, including five poster-style variants and five character-specific scenes highlighting Haymitch, Lenore Dove, Maysilee, Caesar Flickerman, and Effie. These designs are distributed across nine rarity tiers, ranging from Base to Golden Ticket (1/1), with each tier offering varying levels of scarcity to appeal to collectors [1]. For instance, the Golden Ticket (1/1) represents the rarest variant, while the Sweetheart (12) and Dignity (10) tiers offer mid-tier collectibility. PSA will authenticate and grade eligible tickets, including variants such as The Districts (12), Red Carpet (10), and the Golden Ticket (1/1), providing collectors with professionally verified physical memorabilia [1].

Engagement Strategies and Franchise Context

Regal Crown Club members receive a 20% discount on collectible tickets, incentivizing loyalty program participation while boosting per-patron revenue for the theater chain [1]. The initiative taps into the nostalgia and cultural impact of The Hunger Games franchise, which has grossed over $3.3 billion globally across five films since its 2012 debut [1]. The Hunger Games: Sunrise on the Reaping, directed by Francis Lawrence, serves as a prequel set 24 years before the original story and stars Joseph Zada as a young Haymitch Abernathy [1]. Carson Binder, Head of Licensing at Keepsake, emphasized the emotional and nostalgic value of the program, stating, ‘A ticket used to be your proof that you were there, and people kept them for years’ [1]. Elizabeth Gruene, VP of TCG and Pop Culture at PSA, highlighted the innovation’s role in revitalizing physical collectibles, noting that ‘the best innovations in collecting create new reasons for people to participate’ [1].

Market Dynamics and Industry Implications

The collectible ticket program reflects a broader industry trend toward premiumization in theatrical exhibition, where studios and exhibitors seek to offset declining box-office shares with higher-margin ancillary revenue [GPT]. By leveraging rarity, authentication, and nostalgia, Lionsgate and Regal are positioning physical tickets as durable memorabilia rather than ephemeral entry passes [1]. This strategy aligns with the growing demand for limited-edition collectibles in entertainment, a market segment that has seen significant growth in recent years [GPT]. The move also comes as The Hunger Games: Sunrise on the Reaping prepares for its theatrical debut, with all previous films available for streaming on Amazon Prime Video through November 13, 2026 [1].

Sources

entertainment merchandising theatrical exhibition