Cineplex expands advertising empire


TORONTO -- Canadian exhibition giant Cineplex Entertainment said Thursday that it will take over the preshow advertising at the rival Empire Theaters chain.

The agreement will give Toronto-based Cineplex a commanding 90% share of the domestic on-screen cinema advertising market, or coverage of 2,225 screens nationwide.

As part of the deal, Cineplex will supply preshow advertising for Empire Theaters' 52 theaters countrywide. Typically, the onscreen advertising runs 20 minutes before each movie start.

Last Friday, Cineplex posted a 27.3% jump in revenue from nonmovie operations to CAN$20.1 million ($19 million) during the second quarter of fiscal 2007, with most of that revenue derived from onscreen advertising (HR 8/3).