Cineplex is raising the price of its popular CineClub membership as moviegoers head back to the multiplex for the summer blockbuster season.
The cinema chain notified subscribers this week that the cost of its monthly program will increase by $1 to $10.99 starting July 15. Discounted movie tickets included in the program will also cost more.
The changes were announced just a week after Cineplex reported its strongest May box office revenues since before the pandemic. Spending at its concession stands also reached a record high, driven by stronger attendance and higher snack prices.
It’s the first price increase since CineClub was introduced in 2021 as part of an effort to keep Canadians supporting movie theatres while Ontario and other provinces endured an unpredictable cycle of COVID-19 closures and restrictions. The pitch was that for a monthly fee, moviegoers would gain access to a small selection of perks and discounts that became more valuable the more often they visited the cinema.
The biggest draw was a monthly movie ticket that effectively offset the cost of the subscription. Members also received a 20 per cent discount on concession purchases and access to additional savings.
But cinemas have been on the rebound lately, benefitting from a steady stream of hit films, including the Michael Jackson biopic “Michael,” the Meryl Streep fashion comedy “The Devil Wears Prada 2” and horror films “Backrooms” and “Obsession.”
Along with the CineClub increase, the price of the program’s extra “member-priced” movie tickets are also going up. They used to cost $9.99 but will now cost $10.99 per ticket. The annual CineClub membership will increase by $11 to $120.89.
Like most businesses, the film exhibitors have been impacted by the broader effects of inflation on good and services.
Cineplex spokesperson Michelle Saba said in a statement the price increase would “help ensure the continued value and sustainability of our movie membership program.”
She told the Star there are “no other pricing changes at this time” that would affect regular movie tickets or concession items.
