Cineplex is introducing a new initiative called Monday Surprise Premieres in an effort to attract more viewers amid a lack of major movie releases. Starting on November 10th, this promotion offers discounted advanced screenings of unreleased films, with the twist being that the movie title remains undisclosed until the screening begins.
Since the COVID-19 outbreak, theaters have been facing challenges in drawing audiences back as streaming services have gained popularity. According to a recent Telefilm Canada study, ticket consumption per capita in 2024 was only half of what it was in 2019, indicating a significant decline in theater attendance.
Paul Moore, a movie history scholar at Toronto Metropolitan University, believes that the Monday Surprise Premieres promotion will mainly appeal to dedicated movie enthusiasts due to the current scarcity of blockbuster films, partly attributed to ongoing industry consolidations.
Surprise premieres have a rich history, with Moore noting the prevalence of “Hollywood sneak previews” in Toronto and other major cities during the 1970s and ’80s. The revival of this concept in 2025 by Cineplex, according to Moore, aligns with the popular “blind box” trend, where consumers purchase collectible items without knowing the specific content.
The initiative, reminiscent of the blind box trend, reflects a broader tradition of offering midweek discounts to attract audiences during slower periods. Cineplex’s decision to bring back surprise premieres and the continued availability of discounts on Tuesdays highlight the company’s commitment to engaging viewers.
Initially launching in 35 theaters across Canada, Cineplex plans to host the surprise premieres quarterly, with potential expansion to more locations pending studio participation. Robert Cousins, Cineplex’s senior vice president of film, notes the positive reception of the premieres, emphasizing the audience’s enthusiasm for novel and engaging experiences.
Although the Monday Surprise Premieres aim to generate excitement, Sarah Bay-Cheng, a professor at the University of Toronto, questions whether the element of surprise will suffice to attract audiences given the current economic climate. She highlights the shift in entertainment consumption patterns post-pandemic, where viewers expect abundant content at minimal costs, posing a potential challenge for this initiative.
Bay-Cheng acknowledges the importance of fostering communal experiences in theaters to counter the trend of individualized entertainment consumption. She expresses hope that initiatives like Monday Surprise Premieres can revitalize the shared experiences that are increasingly rare in today’s fragmented digital landscape.