MK2 plans to launch a loyalty pass, as an answer to the cards created by fellow French exhibitors UGC, Pathe and Gaumont.

The company's chairman Marin Karmitz - who has been one of the staunchest opponents of loyalty passes - is not giving details about the card, but said in an interview with French magazine L'Express that it will be "more interesting than UGC's". MK2 was one of a group of exhibitors involved in a lawsuit which lead to the temporary withdrawal of UGC's Illimite pass.

Following a court ruling which cleared UGC's pass of any unfair competition accusation, French culture minister Catherine Tasca has threatened UGC and Pathe with further lawsuits and fines, as discount cards are in breach of regulations concerning the exhibitors' mandatory "transparency of theatrical rentals".