Cineplex aims to attract moviegoers with a surprise element amidst a lack of major film releases in theaters. The theater chain is introducing Monday Surprise Premieres starting on November 10, offering discounted tickets for an advanced screening of an undisclosed movie. The catch is that attendees will only discover the movie once it begins playing, as stated in the promotional ad.
The ongoing impact of the COVID-19 pandemic has led to a decline in theater attendance, with ticket sales still significantly lower than pre-pandemic levels. A recent study by Telefilm Canada revealed a notable decrease in per capita ticket consumption in 2024 compared to 2019. According to Paul Moore, a movie history expert at Toronto Metropolitan University, the promotion is likely to attract dedicated movie enthusiasts during a period with fewer blockbuster releases, partly due to industry consolidations reducing film options.
Surprise movie premieres have a rich history, with Moore highlighting the prevalence of “Hollywood sneak previews” in major cities during the 1970s and ’80s. The concept is reminiscent of TIFF’s Secret Movie Club, showcasing the enduring appeal of surprise screenings. Moore suggests that the initiative taps into the trend of ‘blind box’ purchases, drawing parallels to collectible items like Labubus that offer a mystery element.
The reintroduction of surprise premieres in 2025 reflects a strategic move by Cineplex to engage audiences and revive interest in theater experiences. Moore underscores the historical practice of offering discounts on weekdays to drive foot traffic during slower periods, such as the longstanding tradition of $2 Tuesdays.
Initially launching in 35 theaters across Canada, the surprise premieres are set to occur every three months, with the potential for expansion based on studio collaborations. Robert Cousins, Cineplex’s senior vice president of film, emphasizes the positive reception of the premieres, highlighting the audience’s enthusiasm for novel experiences. The initiative aligns with efforts to enhance the moviegoing experience and rekindle audience engagement.
However, Sarah Bay-Cheng, a professor at the University of Toronto, raises concerns about the initiative’s appeal amid economic uncertainties and changing entertainment consumption habits. She notes the challenge of enticing viewers accustomed to a wide range of affordable entertainment options, questioning the value proposition of a single mystery screening. Despite these reservations, Bay-Cheng acknowledges the potential of surprise events to create a sense of occasion and communal experience, emphasizing the importance of shared narratives in fostering connections among diverse audiences.