Cineplex is giving new meaning to the term “no spoilers.”
Canada’s largest theatre chain is launching Monday Surprise Premieres, where moviegoers buy a ticket for a major new release without knowing what they will see until the lights go down.
The concept is similar to the secret screenings long offered by film festivals and independent theatres. Toronto International Film Festival holds a comparable event with its Secret Movie Club on select Tuesday evenings.
The initiative is Cineplex’s latest effort to draw audiences back to theatres. A recent Telefilm study found that domestic movie theatre attendance in Canada has dropped by an average of 46 per cent over the past five years.
Monday Surprise Premieres begin Nov. 10, with tickets priced at $8.99.
