CINEPLEX RESUMES SPOTLIGHT ON THE CURE PROGRAM
By Adnews Staff
Cineplex Odeon of Toronto will begin a second annual "Spotlight on the Cure" program on Oct. 1. The month-long initiative will raise money for the Canadian Breast Cancer Foundation. During October a portion of each admission ticket sold will be donated to the foundation. Pink ribbon pins will also be sold at box offices, and a special "Pink Ribbon" food package will be sold in association with La Senza at Cineplex concession stands. The theatre operator will also host an auction of celebrity memorabilia at <http://www.cineplex.com>. Radio public service announcements featuring Canadian recording artist Jane Arden will promote the effort. The PSAs, which were created by Allied Advertising of Toronto, will also be played in the 62 Canadian Cineplex theatres. Point-of-sale materials and print ads in Sun Media publications will also be used.