Cineplex is hoping an element of surprise will get people into seats at a time when movie theatres are short on blockbusters.
The theatre chain’s Monday Surprise Premieres, launching Nov. 10, promise an advanced screening of an unreleased movie at a discounted price. The catch is that you won’t know what the movie is until it starts playing.
“No title. No trailer. No spoilers,” the ad reads.
Theatres have struggled to get people in seats since the COVID-19 pandemic and are still lagging far behind 2019 numbers, as home streaming services have exploded in popularity. A recent Telefilm Canada study found ticket consumption per capita in 2024 was about half of what it was in 2019.
Paul Moore
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