Canada's Cineplex Bundles Theater Ticket, UltraViolet Version of Major Studio Movie
TORONTO - Four Hollywood studios are backing Canadian exhibitor Cineplex Entertainment as it unveils what it claims is a first-ever bundling of a cinema ticket and a pre-order for a digital download of the same movie.
The SuperTicket package will enable Canadians to gain admission to a Warner Bros. Entertainment, Sony Pictures Entertainment, Paramount Pictures Canada and Universal Pictures movie at the local multiplex, while simultaneously pre-buying a cloud-based UltraViolet digital version.
“Cineplex is the only exhibitor in the world to deliver this innovative bundling option with movies from multiple studios,” said cinema chain president and CEO Ellis Jacob in a statement Thursday.
As they purchase a SuperTicket at Cineplex.com or at a theater box office, Canadians will receive two vouchers, one for cinema admission and the other with an access code to allow the UltraViolet digital version to be eventually redeemed.
The digital download will be available when the movie is released for home viewing, often before the DVD and Blu-ray release date, Cineplex said.
The exhibitor is betting movie-going trends that indicate Canadians typically buy movies they enjoyed at the local multiplex for multiple viewing will power take-up of the bundled studio offering.
Cineplex is also packaging SuperTicket with access to exclusive extras, special movie footage and cast interviews and special offers on catalog movies.
Last week, in an effort to drum up buzz for its summer zombie pic, Paramount, along with Regal Entertainment Group, announced the introduction of a “mega ticket” for Brad Pitt’s World War Z. (For $50, fans in five U.S. cities can screen the film two days prior to its official release and receive an HD digital copy of the film when it becomes available.)