Picture this: It’s friday, April 26th, 2019. Avengers: Endgame, the biggest cinematic event in history is premiering, you have to see it opening night. But there’s a problem. 20 minutes down the road is your local Cineplex, a true institution in the Vancouver (and for that matter Canadian) movie theatre scene. But 35 minutes away, there’s a Landmark Cinema. You’ve heard good things about it from everyone. Lots of good things. So, which one do you choose? Let’s analyze the situation.
Cineplex, in its current form, was founded in 1999, but what we know today is largely a result of the Cineplex Odeon chain. Founded back in 1941 in Toronto, It spread across the nation like wildfire during the latter half of the 20th century. Eventually, it was brought under the same roof alongside the Galaxy, Famous Players, and AMC Canada chains by Cineplex, creating an unstoppable force in the country’s cinema landscape.
Landmark Cinemas was founded decades after Cineplex Odeon was already gobbling up market space, beginning in Calgary in 1965. Compared to Cineplex’s 158 theatres, the 40 under Landmark’s control make it seem like the competition would be a classic case of “hydrogen bomb vs. coughing baby”, right? Well, at least in Metro Vancouver, that might not be the case.
Landmark’s 2 locations in Metro Vancouver, Surrey and New Westminster, are becoming the definitive theatres for movie lovers across the region. Why is this? Well, Cineplex’s locations aren’t exactly state-of-the-art anymore. Out of the 15 or so in the area, Langley’s Colossus is perhaps the most notable. I mean, it’s a massive facility, and as a bonus, it’s shaped like a spaceship. But inside? It’s… retro. Many Cineplex theatres have remained close to their 1990’s selves, with outdated fixtures, questionably sanitary carpets, and of course, those rigid plastic seats. Want to watch a movie in comfort? Too bad! The elbows of the viewers beside you will be comfortable sitting on your lap through the duration of the film. And if you thought you’d be able to lean back, you’ll have to confront the person your seatback is hitting in the row behind you. Ok, that’s a bit of an exaggeration, but Cineplex’s facilities aren’t up to date, especially compared to Landmark’s.
Recliners with footrests and built-in heaters, ample isle space, and overall clean facilities. Landmark is modern, sleek, and vastly more comfortable. Heck, they sell blankets in the lobby, because those chairs are big enough to classify as beds. There’s simply no comparison; Landmark wins in nearly every category. So, that’s that, right? Cineplex is a 2004 Toyota Corolla, and Landmark is a Lamborghini Sian. Well, Cineplex isn’t exactly helpless in this battle.
First off, the food options are substantially larger than Landmark’s menu of stale hotdogs and cookies that are always sold out. Plus, the Scene+ program Cineplex partners with gives you points for every purchase, which may sound like an ad, but it’s truly one of the best rewards cards I’ve ever used. But perhaps most important of all is Cineplex’s reach. If you live in Maple Ridge or Downtown Vancouver, are you going to Surrey or New West for a movie? Well, I travel from my home 5 minutes north of the U.S. border to get to Landmark at Guildford Town Centre, but I’m probably in the minority.
As long as Cineplex keeps its stranglehold on the market, Landmark will remain number 2, despite its superior quality. However, Landmark’s success will inevitably lead to expansion, and when they do, Cineplex may be in trouble. So if I was them, I’d look their competition as an example. Maybe people want nicer cinemas, maybe they want to be comfortable when they watch a 3-hour Marvel movie. If they catch on, they might be able to prevent a hostile invasion by Landmark, but until that happens, I’ll gladly drive across the entirety of Langley and Surrey for a relaxing evening in a theatre where the seats don’t feel like they’re made of bricks, just as I did 6 years ago for Avengers: Endgame.
Written by Noah Schmidt
Contact: nschmidt20@my.bcit.ca