Shares of Cineplex fell after the Canadian theatre chain reported weaker-than-expected third-quarter results. Revenue and adjusted profit both missed estimates as attendance slipped nine per cent from a year earlier, continuing a sluggish recovery for Canada’s movie industry.
BNN Bloomberg spoke with Ellis Jacob, president and chief executive officer of Cineplex, about the company’s latest quarter, its use of AI to target audiences, and why he believes 2026 will bring stronger box office performance.
Key Takeaways
- Cineplex’s third-quarter attendance fell nine per cent from last year as major titles underperformed against 2024’s blockbuster slate.
- Revenue dropped 8.7 per cent to $348.9 million, missing forecasts of $372.9 million.
- International films contributed nearly 13 per cent of box office sales, boosted by Punjabi and Hindi releases.
- Cineplex sold its digital media division for $70 million, with proceeds earmarked for debt reduction and share buybacks.
- CEO Ellis Jacob expects a rebound in 2026 with big titles like Wicked: For Good, Avatar: Fire and Ash and Zootopia 2 set to drive attendance.
Read the full transcript below:
ROGER: Shares of Cineplex are falling today after the Canadian movie theatre company missed estimates on revenue and adjusted profit in the third quarter. This comes as attendance fell nine per cent from the same time last year. Here to tell us more is Ellis Jacob, president and chief executive officer of Cineplex. Ellis, thank you very much for joining us.
ELLIS: Good to talk with you. Thank you.
ROGER: Tough quarter with those numbers.
ELLIS: Yeah, it was actually not as bad as it looks. The big difference came from one movie in 2024 — Deadpool — which skewed the comparisons. In our business, performance can shift quickly depending on release dates and how well films perform. Deadpool was really strong in 2024, and that’s why this year looks a bit lower. But there were still big titles in 2025 — Superman, Fantastic Four, F1, Weapons. It was a profitable quarter even though attendance was slightly lower than last year.
ROGER: And how are audiences looking right now? Are you optimistic they’re coming back to theatres?
ELLIS: Yes, they are. I’m encouraged by the film pipeline. Paramount has new titles coming, and I recently met with Amazon, which plans to produce close to a dozen to 15 movies a year for theatrical release. That’s very positive for our industry.
ROGER: Besides great movies, what else are you doing to bring people back?
ELLIS: We’re running different incentive programs, and we continue to refine them. On Monday, we’re hosting a surprise preview event to bring guests back and remind them of the theatre experience. Awareness is key — making sure people know what’s playing and when. We’re also seeing strength from international content. This was one of our biggest quarters ever, with close to 13 per cent of box office revenue coming from international and foreign films.
ROGER: I saw that number. What’s driving it?
ELLIS: It’s our focus on opportunities around the world and maximizing value from that. We had one of the biggest Punjabi films ever this quarter. We also use our data and AI to predict where films will perform best. Five years ago, no one would have imagined showing a Bollywood film in Sudbury — today, it works. That’s the benefit of data-driven programming.
ROGER: How did that Bollywood film do in Sudbury?
ELLIS: It did okay. Performance also depends on language. That film was Punjabi, and those tend to do best in Brampton and Surrey, B.C. Hindi films work there too, and also in other parts of Canada. We also screen Filipino and other international movies when we’re confident in their marketing and distribution potential.
ROGER: You mentioned AI — where do you see its role in your industry?
ELLIS: For the theatrical side, we use AI to analyze data and determine the best showtimes, titles and locations. It helps both studios and us maximize revenue while giving guests what they want.
ROGER: One other number I saw — 44.7 per cent of revenue came from premium experiences. Do you see that expanding?
ELLIS: Yes, we’re continuing to expand premium offerings. During the Barbenheimer period, people watched the same film in different formats — UltraAVX, VIP, IMAX, ScreenX, D-Box — about seven options in total. That’s something you can’t replicate at home. It’s about creating a special, social experience.
ROGER: And with the sale of Cineplex Digital Media, where will that money go?
ELLIS: We recently renewed our normal course issuer bid, so we’ll consider stock buybacks if the share price doesn’t rise. We’ll also invest in theatre improvements and look to pay down debt. I’m optimistic about the coming months and into 2026 with major titles like Predator: Badlands, Wicked, Avatar and Zootopia 2. Pre-sales for Wicked are already about three times higher than the first film.
ROGER: You’re planning to retire at the end of next year. What would you like to see accomplished before then?
ELLIS: I want the business to be strong and stable, with the company in a great position to move forward. We have a dedicated team — it feels like a family business where everyone works hard and supports each other.
ROGER: Ellis, thank you very much for joining us.
ELLIS: Thank you for your time — and enjoy the movies.
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This BNN Bloomberg summary and transcript of the Nov. 6, 2025 interview with Ellis Jacob are published with the assistance of AI. Original research, interview questions and added context was created by BNN Bloomberg journalists. An editor also reviewed this material before it was published to ensure its accuracy and adherence with BNN Bloomberg editorial policies and standards.
