You can use them at the theater itself. Free refreshments, movie tickets depending on many points you have accumulated. There is also an app, I've seen different movie related items you could order, for an example there was a couple "limited edition" starwars bobbleheads you could get with X amount of points.
I waint until they tell me I have a free movie ticket. Then I use my points
Popcorn
Check the app
Matt covered it
Yep
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