The Viewing Experience Episode 2: Canada

It’s been over a year since I last wrote an entry in this series, but finally I’m getting back into it. Since coming to Toronto, Canada I’ve checked out a film or two down at the local Cineplex and I’d say it’s time I took a look at what makes the business of visiting them tick. The film was Spectre and the place was the Scotiabank Theatre down on Richmond Street.

Differences and a few other quirks

• ·      Keeping films on for longer, depending on success

In most common cinemas I’ve been to, every film has a set amount of time to be shown at a cinema; this is usually a maximum period of four weeks. But for Cineplex in Canada, a film will keep on going if it proves to be successful. Take the wildly popular Jurassic World for example, a summer blockbuster which has raked in millions this year. It premiered in June and yet was still being shown as late as September. This, I feel could a bit of a double-edged sword; on the one hand, it ensures that popular films get recognition and that both the theatres and the filmmakers can have a better opportunity to break even with profits. But on the other hand, it makes it easier for bad films such as Transformers: Age of Extinction to rake in much more than they deserve in specific regions.

• ·         The VIP experience

While I skipped over it due to its higher price, the VIP package is an interesting proposition indeed; rather than simply having premium seats, Cineplex goes a step further by offering fully-fledged meals and drinks both before the film and then delivered to your seats. Limited to adults only, VIP definitely seems to add a kind of upper class flair to the cinema experience, with a hangout lobby and an extensive bar, turning cinema-going into a fully-fledged night out. From a business standpoint it’s another means to boost profits beyond the common cinema-goer, but from my point of view, it’s an intriguing option which could definitely build on what you usually get from going to the movies.

• ·         Mini-games before the film

Cineplex’s SCENE points program works similar to that of an ODEON premier card; you collect points which can be used on discounts and other additional items. But in addition to adverts and trailers that play before the main feature, there are carefully selected games that make use of an app and playing them can earn audience members even more points. For example, when I saw Spectre, there was a poll that asked the audience to vote for the best performance of James Bond and those who chose the most popular answer (In this case Daniel Craig) earned more points. Other games include a tie-in with the local Blue Jays baseball team in Toronto and a brief quiz or two. It’s an interesting component of the SCENE strategy that you’ll have to try out for yourself to see if you appreciate it. Personally I felt it was another obstacle that came in between the audience and the film they came to see.

Things that could be better

• ·         Adverts

Adverts are a common fixture in any cinema; that’s been true for years, but the ads down at Cineplex went far beyond any I had seen before. What it all comes down to is that so many connections and collaborations exist in a city as big as Toronto. Taking your cinema ticket over to the massive CN Tower gets you a discount and in return, the tourist attraction places it’s marketing into the theatre for example. Audiences play a mini-game about the Blue Jays and as a result, more attention is directed towards the baseball team. The adverts also extend beyond the screen, with the foyer and reception littered with all kinds of ads catering to the newest big film; Jame’s Bond’s newest watch in Spectre flanked the entrance to the screen we saw the film in for example. Advertisements may be the most commonly used method to expose a product or service, but Cineplex really does go overboard on their use and placement.

• ·         Refreshment prices

Refreshments are outrageously overpriced at Cineplex and this is again down to numerous collaborations and partnerships. Everything sold in the foyer is an official brand which makes for good choice, but it also drives the prices up to a pretty ridiculous level. The bundle packages which include large popcorn bags, a packet of sweets and a large drink are grouped together to offer SCENE points for those who fork out the high prices for them, and rather suspiciously, very few prices for these refreshments are displayed on the Cineplex website. Thinking back to what I said about the viewing experience in Greece, it’s probably too much to ask for both a wide choice of refreshments, plus reasonable prices to support it. I recommend you stick to the common practice of bringing your own cheaper food and drink with you on this occasion.

• ·         Raising prices over weekends

This is a more frustrating bone I have to pick with Cineplex; why do they have to raise cinema ticket prices over the weekend? It’s a fairly easy money grab for the company, to up the prices over the period where most people generally tend to take in a movie. When prices vary depending on the day of the week (the cheapest being Tuesday), it comes off as quite inconvenient for the audience. It’s a small gripe, but one that also takes away from things a bit.

In closing

Heading to the cinema in Canada gives an audience plenty of choice in both refreshments and viewing, but there are several aspects which end up distracting and detracting from the overall experience. The adverts are long and extensive, and the games to earn points will be an unwanted annoyance to some, but if you can get past these issues, the Cineplex is still a worthwhile place to visit to get your movie fix.