TORONTO — Grocery chain Empire Co. is moving forward with a new loyalty program after becoming a co-owner of the Scene+ program operated by Cineplex Inc. and Scotiabank.

The three parties announced the new partnership on Tuesday. The theater operator and bank said the addition will allow Scene+ members to earn and redeem points at the majority of the grocer’s supermarkets, including Sobeys, Safeway, Foodland, IGA, FreshCo, Needs, Thrifty Foods, Les Marches Tradition, Rachelle Bery and Lawtons Drugs.

“Evolving our loyalty offering is one of the final building blocks of our transformation strategy at Empire,” said Michael Medline, president and CEO. “This is such an important milestone in our loyalty and customer experience journey. Scene+ is a great example of the game-changing moves we can now make because of the strong foundation we’ve put in place at Empire. Coupling Scene+ with the investments we’ve made in technology, data and personalization will push the customer experience in our stores to new heights. Scene+ is on an exciting evolution to become a world-class loyalty program in Canada. We’re thrilled to be able to offer our customers significant opportunities to be rewarded when, how and where they want.”

Scene+ allows cardholders to rack up points when purchasing movie tickets from Cineplex, meals from Recipe Unlimited Corp. restaurants including Swiss Chalet and Harvey’s and when banking with Scotiabank. The points can be redeemed for purchases made with these businesses and others.