CINEPLEX TO EXPAND IN TORONTO AREA
By Adnews Staff
Toronto-based Cineplex Odeon Corp. is preparing to increase its Toronto area presence by adding three multi-screen theatres. All three facilities are scheduled to open in December, 1997. They include a 12-screen cinema in Toronto's Manulife Centre, a 10-screen operation at First Markham Place and an 11-screen cinema in Scarborough. The three new additions are part of the company's North American growth and expansion strategy announced last June. The expansion plans called for Cineplex Odeon to open 500 new screens in North America over the next three years. Cineplex Odeon has already committed to Toronto-area multiplexes in Ajax and North York, Ontario, slated to open in December, 1997 and June, 1998 respectively. Howard Lichtman, Cineplex Odeon's marketing and communications vice-president, said the company typically supports its new theatre openings with a mix of local newspaper, radio, direct mail and promotional activities. Advertising is handled in-house with additional input coming from The Gingko Group Ltd. of Toronto. Cineplex Odeon is an entertainment corporation with movie cinema and related food service concession operations in Canada, the U.S. and Hungary.