Toronto-based Cineplex Entertainment is set to expand the advertising coverage and pre-show program in Atlantic Canada on September 1, following a deal with Empire Theatres, which keeps its headquarters in Stellarton, Nova Scotia.

Cineplex Media will represent 25 Atlantic-region Empire theatres for onscreen, digital pre-show and backlit poster ad opps.

Cineplex already reps Empire’s 27 theatres in Ontario and British Columbia. The new deal makes Cineplex responsible for 382 screens at all 52 Empire theatres. Across Canada, Cineplex reps 2,225 screens.

Cineplex Media president Salah Bachir says media buyers dealing with the company can now arrange coast-to-coast deals, targeting 90% of Canada’s moviegoers.

Cineplex Media also represents Alliance Atlantis Theatres, AMC Theatres, Fortune Cinemas, Festival Cinemas, Adfilms Theatres, Cinemark and Quebec Independant Theatres.