Martinis, meals and movies . . . V-I-P cinemas are multiplying in Toronto

CINEPLEXVIP2 Cineplex Inc. opened its first 4 small VIP cinemas 15 years ago at the VARSITY on Bloor Street West.  Since then, their numbers have grown – in Canada, the US, Britain and Australia.   In TORONTO three new VIP clusters have been announced – Silvercity Yonge and Eglinton (3 screens), Queensway Cineplex (5 screens) and the Shops at Don Mills (5 screens).  On offer – speciality martinis, wine, beer, meals, snacks, burgers, wraps, cupcakes, oversized rocking seats, a private lounge . . . and, oh yes, movies.  Admission: the basic $12.99 (more for 3D) plus a VIP surcharge of $7 to $10.  (By comparison, in Australia a ticket can cost as much as $39.)Cineplex president and CEO Ellis Jacob: “It becomes more like you’re going in an airplane; it’s first class versus economy, that’s what you’re getting.  There’s a big difference between watching  (a movie) on a 100-inch TV and watching it on a 60-foot screen when you walk into the large auditorium and it’s a social experience too.”


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