Super League & Regal Open Virtual Movie Theater on Roblox for National Popcorn Day. Regal is trying something new for National Popcorn Day this year. The Regal has teamed up with Super League to build a virtual cinema inside Roblox. Starting January 16, players can jump into a digital Regal lobby to play games and earn prizes they can actually use in real life.
How the game works: The experience centers around an “endless runner” game. Players navigate through a virtual theater, dodging obstacles and hitting challenges. As you play, you can get special popcorn-themed items for your Roblox avatar.
But the biggest draw is the real-world connection. Super League is using a new tech called Bounce to give players scannable codes. These codes can be traded for free popcorn at physical Regal locations across the country.
Regal Cinemas: National Popcorn Day on Roblox
Why a virtual theater? Regal says they want to reach younger moviegoers where they already spend their time. For many Gen Z fans, gaming is how they interact with brands and movies now.
“Play is the front door to culture for this group,” said Rhiannon Apple from Super League. The goal is to make the theater lobby a place for fun before the movie even starts. The companies plan to keep the virtual space updated throughout 2026, changing the themes and games to match new movie releases.
Celebrating in person – If you prefer the actual theater to the digital one, Regal still has a deal for you on January 19. On National Popcorn Day, January 19th, anyone who wears a movie-themed costume to a Regal theater gets a free large popcorn. The Roblox Event Runs from January 16 to February 2.
Regal is the first major cinema chain to link a Roblox game directly to a rewards system like this. They’re betting that if they can get people playing in a virtual lobby, those fans will be more likely to show up for a movie in person.
From the Super League & Regal press release:
“For Gen Z, play is the front door to culture. When brands enter those spaces with purpose, we see stronger engagement and longer interaction times than traditional formats,” said Rhiannon Apple, EVP Client Strategy at Super League. “Embedding an endless runner inside a virtual Regal theatre turns the venue itself into a form of media, allowing players to engage with the film before they ever buy a ticket. That’s why we’ve focused on building a reusable, high-efficiency framework that can be activated across releases and audiences throughout the year.”
“National Popcorn Day gives us the perfect excuse to reward our most passionate community for showing up and having fun together,” said Chris Sylvia, Senior Brand Lead at Regal. “By introducing the power of play through our Roblox experience, we are making sure the celebration starts before our guests even reach the theatre. We are thrilled to be the first cinema chain to offer this kind of integrated reward system for the next generation of moviegoers.”
This collaboration is built on a scalable model that allows Regal’s virtual theatre to grow into a recurring destination for movie fans. Using Super League’s technology, similar to how partners like the USGA have reached new audiences through interactive experiences — the virtual theatre will refresh alongside new film releases, transforming the lobby into an interactive space where players can explore stories and engage with content ahead of their theatrical debut. Designed to evolve over time, the experience can be updated for future major releases, giving movie IP a consistent home in-game and offering players new ways to connect with their favorite characters.
