1 point - "on-line content"
2 points - 3D Movie ticket upgrade
6 points - regular movie ticket
8 points - 3D movie ticket
Read about it here. Participating cereals include Kelloggs Pops, Froot Loops, Gripz, Crunchy Nut, Frosted Flakes, Krave, Mini Wheats, Honey Smacks, NutriGrain bars, Raisin Bran, Cocoa Krispies, Crispix, Keebler Grahams, Rice Krispie Treats. Maximum of 30 points may be redeemed during the program, up to 8 codes per day.
Collect the codes, then go online at kelloggs.com/spidermanmovie, enter them, and redeem them online (6/30/13)