Cineplex Entertainment - Loyalty Programs Essay
CINEPLEX ENTERTAINMENT: THE LOYALTY PROGRAM
Renée Zatzman wrote this case under the supervision of Professor Kenneth G. Hardy solely to provide material for class discussion.
The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other identifying information to protect confidentiality.
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The first Canadian film screening took place in 1896, in Montreal, Quebec, and the earliest cinema opened in 1906.2 Attending the cinemas, also known as theaters, became a popular social activity; by the 1930s, a variety of independent and studio-owned theaters competed for customer attention. In 1979, Canada’s first
18-theater multiplex opened in Toronto, Ontario, with several other multiplexes following in subsequent years. After a series of consolidations, by 2005, only three major theater companies existed in the Canadian movie and event exhibition market.
To showcase films, theaters required licensing from distributors who purchased