Cineplex is introducing a new initiative called Monday Surprise Premieres starting on November 10. This promotion offers audiences the chance to attend an early screening of an undisclosed movie at a reduced rate without any prior knowledge of the film’s title or content.
Amidst the challenges faced by movie theaters due to the impact of the COVID-19 pandemic, where ticket sales have significantly declined compared to pre-pandemic levels, Cineplex aims to attract moviegoers with this mysterious movie experience. Paul Moore, a movie history expert from Toronto Metropolitan University, believes that in a year with fewer major film releases, this surprise screening promotion may appeal primarily to dedicated movie enthusiasts.
Surprise premieres have a rich history, with Moore mentioning the prevalence of “Hollywood sneak previews” in previous decades. The return of this concept in 2025 aligns with the current trend of “blind box” purchases, where consumers buy collectible items without knowing the specific content. Moore draws a parallel, suggesting that Cineplex’s initiative could be likened to a movie version of the blind box trend, such as Labubu toys.
The initiative, slated to occur every three months initially in 35 Canadian theaters, aims to rekindle audience excitement and engagement. Robert Cousins, Cineplex’s senior vice president of film, expresses optimism about the potential success of the Monday Surprise Premieres, emphasizing the appeal of surprise experiences to audiences.
While some industry professionals like Sarah Bay-Cheng from the University of Toronto’s Centre for Drama, Theatre, and Performance Studies are cautious about the initiative’s impact in a time of economic uncertainty, they acknowledge the importance of creating unique and memorable experiences to draw audiences back to theaters. Bay-Cheng highlights the significance of shared communal experiences, which are increasingly rare in today’s digital age, and expresses hope that initiatives like Monday Surprise Premieres can reignite interest in traditional entertainment venues.