Cineplex Launches ‘Monday Surprise Premieres’ to Revive Movie Attendance

Canada’s largest cinema chain, Cineplex, is introducing an innovative approach to moviegoing with its new initiative, “Monday Surprise Premieres.” Beginning on November 10, 2025, this concept allows audiences to purchase tickets for major releases without knowing the film until the screening begins, aiming to create a sense of excitement and mystery.

The initiative draws inspiration from the long-standing tradition of “secret screenings,” which have been popular at film festivals and independent theatres for many years. Notably, the Toronto International Film Festival offers a similar experience through its Secret Movie Club on select Tuesday evenings. By implementing this strategy, Cineplex hopes to rejuvenate interest in theatres, particularly as attendance has declined significantly in recent years.

A report commissioned by Telefilm reveals a startling trend: domestic movie theatre attendance in Canada has plummeted by an average of 46 percent over the past five years. This sharp decline highlights the challenges faced by cinema operators and the need for creative solutions to attract patrons back to multiplexes.

Tickets for the Monday Surprise Premieres will be priced at $8.99, making it an appealing option for movie enthusiasts looking for an element of surprise. Cineplex’s bold move reflects an industry-wide effort to revive the cinematic experience amid changing consumer habits and increased competition from streaming services.

With this initiative, Cineplex aims to not only fill seats but also to rekindle the thrill of discovering new films among audiences. The mystery element is expected to draw in curious viewers, eager to experience the excitement that comes with not knowing what to expect.

As the launch date approaches, Cineplex is poised to redefine the moviegoing experience, encouraging audiences to step into the unknown and enjoy the magic of cinema once more.