Cineplex Galaxy expects its $500 million purchase of the Famous Players chain to provide great benefits to media buyers and clients as a one-stop national cinema network. The combined company has 132 theatres and more than 1300 screens across the country – after the sale of 35 theatres (284 screens in six provinces) recently was mandated by the Competition Bureau. Cineplex currently has 86 theatres and 775 while Famous Players has 81 locations with 787 screens.

Pat Marshall, VP communications for Cineplex Galaxy, says, ‘It’s wonderful to have a single source to call to cover the entire country. Obviously there will be more economies of scale available as well and we also handle advertising for a number of other (theatre) circuits in Canada.’ Marshall adds, ‘(Another benefit) is we have upgraded to a new digital system at Cineplex theatres in the Toronto EMA (extended market area) and we will be applying that to the balance our (Cineplex Galaxy) chain by the end of the year. The next stage is how to integrate that into the existing Famous Players advertising pieces.’

On April 1, Cineplex Galaxy launched the digital pre-show cinema network Reel Entertainment, an entertainment and advertising segment scheduled to run 20 minutes before the start of each film.

At that time, Cineplex said the switch to digital technology made cinema advertising less expensive for marketers. Because ads did not have to go to 35 mm film, TV spots and other digital video could be repurposed to use in cinemas, as well as being more cost effective for long-form executions and sponsored short entertainment features.

Marshall says the company has received a lot of positive feedback on Reel Entertainment from advertisers and moviegoers alike.