Cineplex, Canada’s largest movie theatre chain, has launched an innovative initiative aimed at making the movie-going experience more exciting. The program, called “Monday Surprise Premieres,” allows moviegoers to buy a ticket without knowing which film will be shown!

🎟 The movie title is only revealed when the lights go down, and the only clue is that the film is new and has not yet been released in any theatre.
Tickets for these surprise screenings cost just $8.99, compared to the regular ticket price of around $16.

According to retail analyst Bruce Winder, this creative idea could bring a sense of excitement and curiosity back to movie theatres:

“This concept is similar to the surprise-based business models in other industries; people don’t know what they’re going to get, and that sense of anticipation makes it appealing.”

Cineplex announced that the program launched on November 10, 2025, in 33 selected theatres across Canada, and if well received, it will expand to other cities.

🎥 The main goal of this initiative is to boost cinema attendance and compete with streaming platforms, which have seen significant growth during the COVID-19 pandemic.

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