Cineplex Digital Media (CDM), a division of Cineplex (TSX:CGX), was selected for the development, installation and maintenance of a digital sign network in shopping centres managed by Primaris REIT (TSX: PMZ.UN) in markets across Canada, including Toronto, Calgary and Kelowna.
CDM was chosen because of its creation and management experience regarding digital networks as well as its ability to offer solutions to improve revenue generation, content development and advertising sales.
“We are thrilled that Primaris selected CDM for this exciting project. Our experience-first approach and data-driven audience targeting will enable Primaris to engage shoppers during their mall visits, as well as provide our media partners with the ability to reach even more of Canada’s mall consumers in additional key markets. Our shopping network that includes 69 centres with over 700 million visitors yearly, combined with our Primaris partnership, will now allow us to reach 13 new population centres with more than 1.4 million local residents,” said Fab Stanghieri, EVP and managing director of media for Cineplex.
Primarily Cineplex is a Canadian theatre brand serving millions of guests everyday through its 170 movie theatres and entertainment venues. Beyond theatres, though, the company offers destinations for eating and entertainment, teens and families and even a digital commerce platform called CineplexStore.com and digital place-based media CDM.
Primaris is an REIT, or a real estate investment trust, and one of the largest owners and managers of enclosed shopping centres in Canada. The company owns and operates 35 retail properties aggregating 11.4 million square feet. The company’s ownership share is valued at $3.3 billion including including 22 enclosed shopping centres totalling approximately 9.8 million square feet and 13 unenclosed shopping centre and mixed-use properties of a total of 1.6 million square feet.
“Primaris’ ongoing commitment to our consumers and retail partners is exemplified through our continuous efforts to increase traffic to our shopping centres with memorable and meaningful experiences. We are excited to work with CDM’s strategic customer-centric and robust in-house team of experts and look forward to CDM’s strategy-focused programs including creative playlists, optimization, specialty tenant branding opportunities, and innovative technology solutions,” said Jasleen Bhinder, director of marketing, Primaris REIT.
Cineplex Digital Media will be responsible for a network of 70 digital displays at 19 retail properties in B.C, Alberta, Manitoba, Ontario, Quebec and New Brunswick, all of which are owned by Primaris. Each property gets a custom display solution involving large double-sided portrait screens for media advertising, mall directories and maps. The displays are anticipated to be available nationally by this fall.
