It’s a one-time thing. Once the VIP key is used, you’re not going to get it back again as it only unlocks one specific product that’s linked to your ENTERTAINER account.
However, you can share your account with your friends and family. All you will need to do is ensure they each have their own registered ENTERTAINER account, so that you can add them as Secondary Members to your account. To do this, click on your profile, followed by settings, and tap on ‘My Family’. From there, you can add up to four family members, and they will then have access to all of your offers.