Nederlander Marketing Objectives

Based on what you heard in the video, what was the Nederlander organization marketing objective in creating Audience Rewards?
The Nederlander organization’s marketing objective in creating Audience Rewards was to offer a rewards program that created loyalty, offered discounts, and helped promote upcoming shows. The program offered alternatives to traditional discounts and motivated customers to spend money while enticing them to attend theater more often. Nederlander had the ability to promote shows in numerous theaters, each with their unique entertainment. This approach helped this organization accomplish their marketing objective.
Describe the element that makes up the competitive advantage for Audience Rewards. Is it sustainable? Explain.