ScotiaBank Replaces Paramount As Name Of One Of The City’s Biggest Movie Theatres
With the price of movie tickets these days, you can’t be blamed if you feel like going to the bank before you hit the cinema.
But now those entering the hallowed halls of at least one theatre will actually be going into a bank, instead. At least on the marquee.
Scotiabank has acquired the naming rights to five major Cineplex Odeon movie palaces across the country, including one right here in Toronto.
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A new banner went up at the Paramount Theatre on John St. this week, proudly proclaiming the big screen multiplex the “Scotiabank Theatre Toronto.”
It’s a common practice for public institutions to be renamed for a fee, an investment or a takeover – witness the Air Canada Centre or the Rogers Centre.
But unlike the publicity involved in those sports stadia, the giant financial institution intends to incorporate its new name with its core business.
It means bank customers who go to the newly named venue will be able to earn free movie passes and other concessions by using their ScotiaCard for debit purchases.
“This exciting new program will reward both our theatre guests and Scotiabank customers for doing something they love to do, which is going to the movies,” boasts Ellis Jacob of Cineplex Entertainment.
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Most consumers aren’t likely to care much about what a place is called as long as it serves their interests. But some critics have expressed concern about what they see as a trend towards selling off well known and often historic establishments to make a quick buck.
Still, those who object can always get away from it all by escaping to a movie.
Or at least they to used to be able to do that.
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