Cineplex theaters announced an increase of $1.50 per ticket purchased on the website or on the mobile application, a decision that would allow the company to invest in its digital infrastructure.
• Read also: Cineplex announces additional fees on online tickets
During the pandemic, theaters suffered significant losses, which may explain Cineplex's decision to impose these additional fees on online ticket purchases.
"It's a lot of money this year that has not returned to the coffers," said digital media specialist Bruno Guglielminetti in an interview with Quebec Matin.
“People are slow to get back to as big a level as they were before the indoor pandemic,” he continued.
Guglielminetti says a $1.50 hike per ticket purchased online could help Cineplex increase revenue.
"Cineplex is banking on people wanting to see the movie so badly that they're willing to pay an extra $1.50. When you look elsewhere, it happens. We have seen most of the big players at the level of room operators in the United States in particular, add a tax, ”he said.
"They need it since times are particularly difficult for people who operate cinemas," said the specialist.
Bruno Guglielminetti, a specialist in digital media, explains the decision of the listed company with the consequences of the pandemic on cinemas.