Cineplex brings ‘Sunday Night Football,’ Super Bowl to 3 B.C. movie theatres

Seven games leading up to the Super Bowl will be hosted in the adults-only VIP cinemas

A man makes his way down an escalator during the Cineplex Entertainment company’s annual general meeting in Toronto on May 17, 2017. (Nathan Denette/The Canadian Press)

Cineplex has scored a deal to bring “Sunday Night Football” and the Super Bowl to its movie theatres.

The company said Friday that a three-year sponsorship agreement with the National Football League will begin Nov. 12 and be known as “NFL Sundays at Cineplex.”

Games will be broadcast live to 15 VIP theatres and then expand to 50 locations for the Super Bowl on Feb. 4, 2018.

“It’s no different than when we started opera and some of the other things that we’ve done to create and bring a different demographic, a different group of people, into our theatres,” said Cineplex president Ellis Jacob, pointing to other sporting events the chain has featured, including NHL and NBA games, the Olympics, and UFC and WWE events.

Seven games leading up to the Super Bowl will be hosted in the adults-only VIP cinemas, which feature wider recliners and in-seat food and beverage service that includes beer, wine and spirits.

Jacob said it’s all part of Cineplex’s efforts to reinvent itself as “an entertainment destination” that is far more than just popcorn and Hollywood films.

Hence, a growing roster of “event-cinema” offerings such as live opera and theatre broadcasts, as well as investments in the esports platform WorldGaming and various entertainment centres including the upcoming Topgolf venues, the eats-and-entertainment spot The Rec Room, and a relaunch of the Playdium arcades.

An especially weak summer in movie profits didn’t help the bottom line, Jacob acknowledged, calling it “a hard year at the box office.”

“I wouldn’t panic because we’ve always had these cyclical events,” said Jacob, predicting a bounce-back in the fourth quarter.

“This is part of our focus to try and balance that out over a period of time. Because as we’ve seen with the Hollywood product, you’ve got good periods and then you can basically run into some slow growth periods. (But) with the NFL, we are committing and getting three years worth of content so it’s not like I’m waiting for the next movie to come out.”

NFL Canada’s managing director David Thomson also saw an opportunity to broaden the league’s audience, stating in a release that the partnership targets the next generation of fans, in part through online tournaments on Cineplex’s WorldGaming platform.

Tickets will be $5 and are available at participating VIP theatres in Abbotsford, Coquitlam and Vancouver.

Cassandra Szklarski, The Canadian Press

Like us on Facebook and follow us on Twitter.

Just Posted

VIDEO: Merville wildlife rescuers tell story with new visitor centre

Mountainaire Avian Rescue Society opened visitor centre to support animal work

HMCS Quadra cadets celebrate General Training graduation in Comox

Cadets from across the country come to train at HMCS Quadra for… Continue reading

Comox Strathcona Waste Management compares landfill costs in region

Staff report shows economies of scale mean waste costs less in the Comox Valley

Pride Week in the Comox Valley

Pride Week in the Comox Valley kicked off with Pride flag raisings… Continue reading

Busy as a bee in a lavender field

Bees are in abundance at Shamrock Farm off Anderton Road flocking to… Continue reading

VIDEO: Young couple found dead in northern B.C. had been shot, police say

Chynna Noelle Deese of the U.S. and Lucas Robertson Fowler of Australia were found along Highway 97

VIDEO: Man found dead near B.C. teens’ truck could be linked to a double homicide

RCMP said they are looking for Kam McLeod, 19, and Bryer Schmegelsky, 18, of Port Alberni

Latest plan is to fly trapped fish by helicopter over Big Bar slide

Multi-pronged plan set in motion to freesalmon blocked by landslide in the Fraser River

Family of missing B.C. senior with dementia frustrated with situation, heartened by community support

Nine days since Grace was last seen the question remains: ‘How can an 86-year-old just disappear?’

Police ask for help locating missing men last seen in South Surrey

Jeep that Richard Scurr and Ryan Provencher were in has been located unoccupied in Logan Lake: RCMP

Islanders have new cancer screening option with $6.5 M diagnostic suite in Victoria

The Gordon Heys Family PET/CT Suite was unveiled at the BC Cancer Centre-Victoria

Host Jets win peewee baseball tournament

The host Comox Valley peewee A Jets won the North Island Classic… Continue reading

Unsealed record suggests U.S. man convicted of murdering Vancouver Island couple left DNA on zip tie in 1987

William Talbott is set to be sentenced Wednesday in the murders of Jay Cook and Tanya Van Cuylenborg

Okanagan Air Cadet challenges gender-exclusive haircut policy

Haircut regulation inspires challenge around gender identity

Most Read