Cineplex Entertainment is set to further expand its entertainment empire with the acquisition of Waterloo-based Digital Display & Communications.

Worth $3.5 million, the deal brings together Cineplex’s specialty ad opps and services with DDC’s full-service operations. DDC executes start-to-finish campaigns for clients, which include Future Shop, Rogers and Delta Hotels.

The acquisition was ideal for Cineplex because DDC’s services complement Cineplex’s existing Digital Media division, Pat Marshall, VP, communications and investor relations, Cineplex Entertainment, tells MiC.

‘The business model right now is really an advertising model, so we have the infrastructure and the back-end, as well as some of the creative content with that group. The DDC acquisition is really a service model, so they provide not only creative development, but full consulting, as well as procurement and the regular monitoring and maintenance. I think the combination makes for an outstanding offering for Cineplex clients.’

The acquisition is expected to be finalized July 2.