Canadian cinemas are embracing the theatrical subscription model less than a month after reopening operations nationwide.

National chains Cineplex and Landmark Cinemas both unveiled $9.99 monthly subscription programs this week, launched through new and pre-existing rewards programs.

Cineplex opened its monthly subscription program CineClub today (Aug. 11), available to members of its SCENE rewards program, which includes one regular admission ticket (regularly priced at $11.50) per month that won’t expire, as well as additional tickets for $9.99. The subscription also offers discounts on concessions, the Cineplex Store and its entertainment venues The Rec Room and Playdium.

Landmark’s $9.99 per month subscription offer, set to launch in September, is part of its newly announced rewards program Landmark EXTRAS, which has a three-tier membership structure. Movie Club – the highest tier – gives subscribers access to one free admission per month (ticket prices vary per location), discounts on additional tickets and a discount on concessions. The Movie Insider tier is $20 per year and offers one free admission per year, while the free Movie Fan tier offers points for dollars spent on admission and concession purchases, which is available on higher tiers as well.

The news comes weeks after theatres restarted operations nationwide, following long closures during the second and third waves of the COVID-19 pandemic in Canada. Ontario and Manitoba were the last provinces to reopen theatres, allowing them to restart operations on July 16 and 17, respectively. July 17 marked the first time cinemas were open nationwide since October 2020.

Global film exhibitors have experimented with the subscription model after it was introduced by the now-defunct U.S. service MoviePass, which at one point offered a free ticket per day for $10 per month.

There was speculation that Cineplex would adopt a subscription model when it was announced the chain would be acquired by U.K. company Cineworld Group for $2.8 billion. Its subsidiary Regal Cinemas offered an unlimited subscription service worth $18-24 per month in the U.K. and the U.S., rivaling programs from U.S. competitors AMC Theatres and Cinemark.

Cineworld called off the acquisition approximately three months after cinemas shuttered due to the pandemic, sparking an ongoing legal battle between the two companies.

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