According to a report by CTV News, Cineplex iOS and Android app users in Canada may soon be able to pre-order popcorn and other snacks before heading to the theatres. “We are testing it and we are looking at it, especially in the VIP cinemas, where you can basically walk in and have everything ready to go,” said president and CEO Ellis Jacob.
Mr. Jacob revealed that Cineplex is focusing on concession stand sales, restaurants and bars to continue to drive growth. He highlighted the potential of such an option after his company reported a A4 profit of $28.8 million, up from $23.3 million a year earlier, driven in large part by concession stand sales. Cineplex saw its concession revenue per patron grew 9.4% to a record $6.29 in the last quarter.
Moviegoers are opting for premium, VIP tickets that offer in-seat ordering and roomier, reclining chairs are opting to spend more, Jacob said.
Customers are also heading to the theatre early to stock up on snacks and take advantage of the company’s in-seat, pre-screening game Time Play that pits moviegoers against each other in an interactive, trivia game where they can win prizes, he said.
Jacob indicated that Cineplex will keep concentrating on some of its other entertainment offerings, including the Rec Rooms, restaurants and bars outfitted with arcades and other interactive games.
Cineplex is now planning to open 10 to 15 more Rec Room locations over the next few years, with the concept popping up in London and Mississauga, Ontario in the next 12 months.