Cineplex Entertainment has torn the ‘Paramount’ name off one of its bigger mutiplexes in Toronto and put a ‘Scotiabank’ banner in its place – unveiling a new partnership that includes a point-based rewards program for customers of the bank and plans to rebrand additional theaters in Montreal, Calgary, Edmonton and Vancouver.

Scotiabank and Cineplex announced the move at a Hollywood-style premiere yesterday in Toronto.

‘This provides great value for our guests and offers them more reasons to go to the movies,’ said Cineplex CEO Ellis Jacob in a statement.

The Toronto multiplex was once the flagship of Famous Players, which Cineplex purchased from Viacom in 2005, agreeing to drop the Paramount name.

The new program rewards bank customers for using Scotiabank’s new ‘Scene’ debit card with points that can be redeemed for discounted movie tickets and snacks at Cineplex theaters. The program will expand across Canada in the spring, renaming the remaining facilities in Montreal, Calgary, Edmonton and Vancouver as it does so, until Scene cards are accepted at a total of 129 Cineplex theaters.

Other benefits of the Scene card include: earning bonus points for purchasing tickets online via Cineplex.com‘s JUMP! program and exclusive access to contests.

An in-cinema marketing campaign will be followed by successive print, radio and out-of-home buys across the country, plus signage and handout materials in Scotiabank branches. Creative is being handled by the bank’s agency, Toronto’s Bensimon Byrne, while media buys are being done by both Toronto-based Carat Canada (the bank’s agency) and Cineplex’s agency, Allied Advertising/Public Relations of Toronto.

A version of this story appeared in Media in Canada