Cineplex introduces a new initiative called Monday Surprise Premieres starting on November 10 to attract moviegoers during a period with limited blockbuster releases. This promotion offers discounted tickets for an exclusive pre-screening of an undisclosed movie, keeping the title, trailer, and spoilers secret until the screening begins.
The movie industry has faced challenges in filling theatre seats since the onset of the COVID-19 pandemic, with ticket sales still significantly below 2019 levels due to the rise of home streaming services. To combat the lack of major film releases, Cineplex aims to engage dedicated movie fans with this mystery screening promotion.
According to Paul Moore, a moviegoing history expert at Toronto Metropolitan University, the concept of surprise premieres has a rich tradition, reminiscent of past “Hollywood sneak previews” in major cities like Toronto. He believes that Cineplex’s strategy taps into the current trend of “blind box” excitement, similar to the popular collectible toy phenomenon.
Moore notes that this approach aligns with a historical pattern of offering midweek discounts to boost theatre attendance during slow periods. Cineplex plans to roll out the Monday Surprise Premieres in 35 Canadian theatres initially, with the potential for expansion based on audience response and studio collaborations.
Robert Cousins, Cineplex’s senior vice president of film, emphasizes the appeal of surprise and delight for moviegoers, reporting positive ticket sales and a desire to enhance the guest experience. However, Sarah Bay-Cheng, a professor at the University of Toronto, expresses skepticism about whether the element of surprise alone can entice audiences, especially in a time of economic uncertainty and diverse entertainment options.
Bay-Cheng acknowledges the importance of creating special live experiences to draw people back to theatres, highlighting the diminishing opportunities for shared communal experiences in today’s society. She underscores the significance of shared narratives and experiences, pointing out the potential of initiatives like Monday Surprise Premieres in reviving a sense of community in public spaces like movie theatres.