CINEPLEX UNVEILS EXPANSION PLANS
By Adnews Staff
Toronto-based Cineplex Odeon Corp. will add another 325 locations to its theatre chain between May 1997 and December 1999 and plans to hire an ad agency next week to promote the entire chain, spokesperson Susan Davidson told Adnews yesterday. Cineplex currently has a short list of agencies vying for its account and will choose an agency by next week. Until now, Cineplex's advertising was either handled in-house or by agencies on a project basis.
Of the 325 new locations, three locations will be entertainment complexes. Called Cinetropolis, the threatres will be in Toronto and Langley, B.C., as well as in Ste-Foy and Beauport, both in Quebec. The 35,000 square foot theatres will have three levels: the Entertainment level, the Promenade level and the VIP level. The entertainment level will feature box office kiosks, automated ticketing machines, concession counters, entertainment-related retail boutiques, arcades and children's play areas. The Promenade level will support all theatre operations. Each will house up to 20 auditoriums, wall-to-wall/floor-to-ceiling curved screens, digital sound, high-back rocker seats and stadium seating. The VIP level will offer private seating areas, access to a private lounge, direct-to-seat service, reserved seating, valet parking and regular concession products as well as premium foods and alcoholic beverages. Cineplex currently operates about 135 theatres across Canada.