Cineplex Entertainment is set to expand its advertising coverage and pre-show program in Atlantic Canada on Sept. 1, following a deal with Empire Theatres.

Cineplex Media, the ad sales wing of the Toronto-based exhibitor, will represent an additional 25 Empire theaters in the region for on-screen, digital pre-show and backlit poster ads, according to a Thursday announcement. Empire is based in Stellarton, NS.

The company already represents Empire’s 27 theaters in Ontario and British Columbia. The new deal makes it responsible for 382 screens at all 52 Empire locations. Across Canada, Cineplex reps 2,225 screens at exhibitors including Fortune Cinemas, Festival Cinemas and AMC Theatres.

Cineplex Media president Salah Bachir says media buyers dealing with the company can now arrange coast-to-coast deals, targeting 90% of Canada’s movie-goers.

From Media in Canada