Scotiabank to put its name on Cineplex theatres

(CBC) - Scotiabank is putting its name on the silver screen.

The bank said Wednesday it has acquired the naming rights to five Cineplex movie theatre complexes in Toronto, Montreal, Calgary, Edmonton and Vancouver. Financial terms were not disclosed.

The theatre chain and the bank have also launched a new customer rewards program dubbed Scene. Consumers can earn free movie admission and concession combos when they make purchases at Cineplex theatres or use a specially branded Scotiabank debit card.

Initially available at 28 theatres, the program will expand in the spring to all 129 Cineplex Entertainment theatres.

Cineplex Entertainment has 1,296 movie screens, making it the largest motion picture exhibitor in Canada.

© the CBC, 2007