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Cineplex conducts Weather or Not campaign

Toronto-based movie theatre chain Cineplex Entertainment has begun a new marketing campaign called "Weather or Not." The campaign is intended to convey to consumers that going to the movies is a form of entertainment suitable for any weather conditions. The national initiative consists of a series of street promotions. The first of these took place recently at Wasaga Beach, ON, Montreal, Vancouver and Halifax. Promotional workers visited beaches and public pools to distribute branded towels resembling movie tickets. The towels can be redeemed for free movie showings. The campaign also includes an online video and social media activities.

"Last year we launched our new brand platform called 'See The Big Picture,' which asks Canadians to re-discover entertainment in their lives," said Pat Marshall, vice-president of communications and investor relations at Cineplex. "As a continuation of this promise, our 'Weather or Not' campaign will showcase that meaningful entertainment is achievable, no matter what the forecast."

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