In a sign of a healthy relationship, Cineplex Digital Media (CDM), a division of Cineplex, has entered into an agreement with Cadillac Fairview to operate and sell digital and static media, as well as sponsorships, for its network of shopping destinations across the country.

“We have a long-standing history with Cadillac Fairview as many Cineplex theatres are part of their key Canadian shopping centres,” says Fab Stanghieri, executive vice president and managing director of media, Cineplex, adding that the media company has “exclusivity to sell advertising in common spaces within CF’s malls.”

According to the partnership, CDM will operate a network of 200 digital displays in 18 Cadillac Fairview malls, including marquee properties such as CF Toronto Eaton Centre and Calgary’s CF Chinook Centre. In doing so, CDM will provide expertise in creative, experience design, data and analytics. It will also manage the media sales, bringing its OOH shopping network to nearly 100 destinations, with a reach of 680 million shoppers annually.