‘Interesting business model’: Cineplex’s ‘Monday Surprise Premieres’ could change industry: retail analyst

'Monday Surprise Premieres,' where audiences can buy tickets and only find out the film when its showtime, is being introduced by Cineplex.

Cineplex is launching “Monday Surprise Premieres,” a special event it says will feature “exclusive mystery screenings” of major new releases at a lower cost — a move one retail analyst says could bring more moviegoers to cinemas.

“The catch? The title of the film is only revealed once the lights go down. The only clue? It’s a brand new, unreleased film,” Cineplex said.

The theatre chain says the event, which gets rolling Nov. 10 at select theatres across Canada, is “bringing unbeatable value and excitement to moviegoers.” Customers can pay $8.99 for a “Monday Surprise” ticket purchased in-theatre, with a booking fee up to $1.50 for passes purchased online.

“There’s a big discount there,” said retail analyst Bruce Winder, as Cineplex tickets usually retail at around $16.

‘Surprise and delight effect’

Winder applauds Cineplex for “trying new things,” though he thinks the event is “not a slam dunk.” He says they’re taking a page from other industries, using what he calls the “surprise and delight effect.”

“You don’t know what you’re going to see. It’s an interesting business model, but I don’t know if it’s going to work,” Winder said. “There are elements that are interesting. When you buy a Labubu doll, you don’t know what you’re getting. It builds a sense of excitement and anticipation.

“It could work in the movie world, depending on how good those movies are,” he continued. “If executed well, it could become an interesting new revenue stream for them.”

Cineplex isn’t the first to test the surprise-screening concept in Canada — Landmark Cinemas previously introduced its “Monday Mystery Movie,” while the Toronto International Film Festival continues its “Secret Movie Club” through May 2026.

“They’re hoping (customers) have enough of an interest that they’ll stay for the movie,” Winder said.

In August, a Statistics Canada report said the movie theatre business had rebounded in 2024, when operating revenues hit $1.6 billion — a 12 per cent increase from 2022, but still lower than pre-pandemic peaks. The report said $1.9 billion was recorded in 2018.

In fact, that’s “the highest amount on record since the beginning of the data series in 2014 — underscoring the prolonged impact of the pandemic on the industry,” StatCan said.

It releases its movie theatre findings every two years.

“The pandemic accelerated shifts in consumer habits and preferences, leading many audiences to favour the convenience of digital platforms…” StatCan said, adding that the movie theatre industry “still faces significant long-term challenges.”

Telefilm Canada’s 2023 study on Canadian movie consumption found that while audiences still value the in-theatre experience and its “communal thrill,” many prefer watching from home for the comfort, convenience and cost savings, “allowing them to avoid tickets, concessions, and transportation.”

Changes in consumer consumption

Winder echoes StatCan, saying there’s been “a major change” in consumer consumption, which escalated during the COVID-19 pandemic.

“People really stream more now. That put a real dent in brick-and-mortar theatres, that’s obvious. It’s detrimental to them. They’ve done what they can to remain relevant,” he said.

Winder points to summer 2023, when “Barbie” and “Oppenheimer” sparked the “Barbenheimer” craze — and a reminder that major releases can still pack theatres. In just days, the former earned $162 million at the box office — the biggest opening weekend of the year — while the latter, released the same day, brought in more than $82 million.

The two films combined scored the fourth-largest box office weekend in North American history.

“When something big comes out, they can do well. They can still bring in people for a big event. But outside of that, it’s tough to bring in the traditional consumer. It’s important for them to get people in the chairs,” Winder said.

“They make a lot on the concessions, which is the popcorn and soda.”

Cineplex said its box office revenue for October was $29.9 million, down 12 per cent from the same month in 2024 — while total third-quarter revenue was $348.9 million, an 8.7 per cent year-over-year drop.

• RELATED STORY: Cineplex reports $1.2M third-quarter profit, revenue down from year ago

Yet year to date, theatre attendance is up about 0.7 per cent from 2024, with total revenues nearing $950 million, a 1.7 per cent increase from last year, according to financial results released on Nov. 6.

The company’s chief executive Ellis Jacob noted that Taylor Swift’s “The Official Release Party of A Showgirl,” which played at Cineplex theatres from Oct. 3-5, “marked a dynamic start to what is shaping up to be a strong fourth quarter as we remain focused on delivering memorable experiences to audiences across Canada.”

The company operates 171 movie theatres and entertainment venues.

Thirty-three theatres across the country are participating in today’s “Monday Surprise,” according to a spokesperson, who tells CTVNews.ca that Cineplex is “exploring to expand the experience to additional locations in the future.”

They say there is no “set schedule yet for the frequency of the program.”

The chain says tickets for the first “Monday Surprise Premieres” are on sale “and selling fast,” with more information about theatres and showtimes on its website. It says the film’s rating will be posted online prior to its screening.