Yesterday, Toronto-based Cineplex Entertainment announced plans to expand its website (Cineplex.com) over the next year with new e-commerce and social media tools for cinema-going users.

The first step in the multi-phased rollout will be the launch of a targeted online movie and entertainment community within Cineplex.com and the introduction of a new interactive e-commerce platform – both to go live before the end of this year.

Tech partners that will help Cineplex with the new features include www.bell.ca Bell Canada (for systems integration and project management), www.atg.com ATG (for e-commerce platform and optimization) and RepeatSeat, the Calgary-based online and mobile ticketing service.

Cineplex.com traffic in May was up 20% over 2007’s numbers, based on page views, unique visits and total visits. Online ticketing commerce is up almost 70% for that period, growth that Cineplex attributes to new online content and promotions such as the ability to purchase gift cards.

Cineplex VP interactive media Gary Fearnall says the site is now the number one ‘movie exhibition site’ and the number two movie site in Canada. Overall, Cineplex Entertainment owns, leases or has a joint venture in 132 theatres (1,337 screens) and serves approximately 61 million guests annually.