Cineplex is hoping an element of surprise will get people into seats at a time when movie theatres are short on blockbusters.

The theatre chain’s Monday Surprise Premieres, launching Nov. 10, promise an advanced screening of an unreleased movie at a discounted price. The catch is that you won’t know what the movie is until it starts playing.

“No title. No trailer. No spoilers,” the ad reads .

Theatres have struggled to get people in seats since the COVID-19 pandemic and are still lagging far behind 2019 numbers , as home streaming services have exploded in popularity. A recent Telefilm Canada study found ticket consumption per capita in 2024 was about half of what it was in 2019.

Paul Moore, a professor at Toronto Metropolitan University who studies the history of moviegoing, say

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