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

Local area D-Day survivor is 100 yrs on Feb. 5

Stewart Ray is “like a cat with 9 lives, except he’s on at least his 3rd set of 9 lives”

WWII Veteran’s 70th year residing in Fort St. James

J.K. Johnson moved here from Calgary in 1947 and never looked back

“Persian Plenty” quilt fit for a queen

Fort St. James quilter Mona French is almost finished building her magnificent… Continue reading

Community Foundation showcases “777 Challenge” trophy

The 777 Challenge is one way to donate to the Fort St.… Continue reading

VIDEO: Rare comic showing Superman’s 1st appearance to be auctioned

The 1938 comic features Superman hoisting a car over his head

Tips for keeping your personal data safe, from the experts

Volunteers use drones in search for missing women

Lights to turn blue ahead of funeral for fallen Abbotsford police officer

Buildings across B.C. are going blue Saturday night in honour of Const. John Davidson

Ride-share pioneer drives up quietly to B.C. battleground

Lyft approaches B.C. without Uber bombast, eyes small towns

VIDEO: Rare comic showing Superman’s 1st appearance to be auctioned

The 1938 comic features Superman hoisting a car over his head

Pine beetles from Jasper National Park moving into commercial forest

In 2014, beetle activity went from a few spots around Jasper’s townsite to rampant

VIDEO: Tragically Hip members, Alex Trebek receive Order of Canada

Newest recipients join 6,897 Canadians such as Christine Sinclair, Graham Greene and Mark Messier

AC/DC’s Malcolm Young dies at 64

‘Malcolm was a songwriter, guitarist, performer, producer and visionary who inspired many.’

‘I will now live in consistent fear’: Allan Schoenborn granted escorted leaves

The Merritt man was deemed not criminally responsible in the killing of his three children in 2008

Most Read