Scotiabank launches novel rewards program, nabs naming rights for Cineplex theatres

Rechristening Cineplex facilities in Toronto, Montreal, Calgary and Edmonton as Scotiabank theatres is only part of a deal being touted as the first-ever movie-themed debit card and rewards program launched by a Canadian bank.

At a Hollywood-style premiere this afternoon, Toronto-HQ’d Scotiabank and Cineplex Entertainment will announce what they’re billing as a pioneering Canadian partnership. Benefiting both brands, the program will reward bank customers for using its new Scene debit card with points-based bonuses that can be redeemed for discounted movie tickets and snacks at Cineplex theatres.

After launching today at downtown Toronto’s Paramount Theatre – which will be redubbed Scotiabank Theatre Toronto – the program will expand across Canada in the spring, renaming Cineplex facilities in Montreal, Calgary, Edmonton and Vancouver as it does so, until Scene cards are accepted at a total of 129 Cineplex theatres.

Free sign-up for Scene cards is available to consumers 14 or older and will automatically earn 2,000 points, equivalent to two free movies. Other benefits of using Scotiabank’s branded Scene card include: earning bonus points for purchasing tickets online via‘s JUMP! program; exclusive access to contests with prizes such as trips to Hollywood or free movies for a year; and other special offers.

A marketing campaign will begin rolling out today with in-cinema advertising, and be followed by successive print, radio and OOH buys across the country, plus signage and handout materials in Scotiabank branches. Creative is being handled by the bank’s agency, Toronto’s Bensimon Byrne, while media buys are being done by both Toronto-based Carat Canada (the bank’s agency) and Cineplex’s agency, Allied Advertising/Public Relations, of Toronto.