I got this in an email from Dendy. It's now free (til the 28th Jan) to get a 12 month membership or renewal to Club Dendy (Dendy cinemas' loyalty program)! Tickets aren't the cheapest (eg 14.50 for adult 2d movie ticket at Newtown) but sometimes they have special offers for members only.
There's an additional offer:
Join CLUB DENDY before Jan 28 2015 and we'll send you an email inviting you to sign up to DENDY DIRECT. To receive the free movie ticket, Club Members must sign up to and watch a movie on DENDY DIRECT before 28 Feb, 2015. Free movie ticket will be emailed to you before 25 Mar, 2015. Free tickets are not valid for No Free Ticket films, Saturdays after 5pm, Dendy Arts, festival, premieres, special events, public holidays or Dendy Premium and Lounge cinemas.
Here are some benefits of membership for Sydney: