In time for its theaters to reopen across the country, Cineplex Media has expanded its DOOH programmatic capability to include all of its digital signage options.

Buyers now have programmatic access to the full suite of Cineplex Media DOOH, including Cineplex movie theatres, as well as Rec Room barcades and Playdium entertainment complexes. The signs are available on the Hivestack, Vistar, and Broadsign Reach supply side platforms.

Taking its entertainment inventory programmatic follows Cineplex doing the same for its network in shopping malls and Toronto’s PATH at the beginning of the year. According to Cineplex, the move now makes up to 50 million daily impressions available programmatically across its network.

The company says media agencies and brands can benefit from greater access to the media space as they activate data-driven campaigns, especially now that Canadians are returning to these locations, which it says has already been “strong.”

Cineplex’s second quarter results are planned for next week, but in Q1, revenue was down by 85.4% as pandemic safety measures continued to keep people away from its theatres. That followed a 74.9% decline for the full 2020 fiscal year.