Cineplex is introducing a new initiative called Monday Surprise Premieres in an attempt to attract more viewers during a period of limited blockbuster releases. Starting on November 10, this promotion offers discounted tickets for an exclusive screening of an undisclosed movie. The mystery film will only be revealed as it begins playing, keeping audiences in suspense.
The ongoing impact of the COVID-19 pandemic has led to a decline in theater attendance, with ticket sales still far below pre-pandemic levels. A recent study by Telefilm Canada revealed a significant decrease in per capita ticket consumption compared to 2019. Paul Moore, a movie history expert at Toronto Metropolitan University, believes that the Monday Surprise Premieres promotion targets dedicated movie enthusiasts amidst a year with fewer major film releases, partly due to industry consolidations.
Surprise movie premieres have a rich history, with Moore mentioning the prevalence of “Hollywood sneak previews” in the 1970s and ’80s. This concept is also mirrored by events like TIFF’s Secret Movie Club. Moore suggests that Cineplex’s current approach taps into the popular “blind box” trend, where consumers purchase collectible items without knowing the exact contents beforehand.
He draws parallels to the blind box trend’s expansion into adult culture, citing the toy Labubu as an example. The initiative to revive surprise premieres aligns with a tradition of offering midweek discounts to boost theater attendance during slower periods. Cineplex has a history of providing discounts, including the renowned $2 Tuesdays that originated in the 1980s.
Initially, the surprise premieres will be available in 35 theaters across Canada every three months. Robert Cousins, Cineplex’s senior vice president of film, anticipates potential expansion based on studio cooperation. Cousins highlights the appeal of surprise elements to audiences, emphasizing the positive ticket sales and the company’s commitment to enhancing the moviegoing experience.
While some experts, like Sarah Bay-Cheng from the University of Toronto, express reservations about the initiative’s potential success, they acknowledge the importance of creating unique experiences to draw patrons back to theaters. Bay-Cheng emphasizes the significance of shared communal experiences in an era dominated by individualized entertainment consumption. Despite challenges, she remains optimistic that initiatives like Monday Surprise Premieres could reignite interest in collective experiences and reinvigorate traditional entertainment spaces.
