Rainbow and Magic Lantern Cinemas
Rainbow Cinemas and Magic Lantern Theatres operate movie theatres across Canada. The Rainbow Cinemas chain was founded in the 1990s in Saskatoon, Saskatchewan, while the Magic Lantern Theatres chain was founded in 1984 in Edmonton, Alberta. Rainbow Cinemas originally concentrated on suburban multiplex second run theaters, but later added several first run locations, with lower than average admission pricing. Magic Lantern focused on first run theaters both in cities and small towns. The two chains merged and are now based in Edmonton, operating 16 cinemas with a total of 87 screens across Canada. Today, Rainbow Cinemas also operates three suburban multiplex first run theatres in the Toronto area.[1]
The chain's primary business strategy was originally to screen recent Hollywood films that are no longer airing in major cinema chains at a reduced ticket price. However, with the shrinking interval between the typical mainstream film's theatrical premiere and its subsequent home video release, some of the cinemas have switched to first run programming. Some locations, particularly those located in downtown cores, may also screen first-run independent, Canadian and foreign films. Rainbow still operates three discount theatres; Regina, Saskatoon and Ottawa.
Locations
The chain currently operates Rainbow Cinemas theatres in London, Ottawa, Regina, Richmond Hill, Saskatoon (2), Thornhill, and Toronto (3), and Magic Lantern Theatres in Camrose, Peace River, St. Paul, Whitecourt, Fort Saskatchewan and Toronto. As well, in Edmonton, Magic Lantern operates the Princess, in the Old Strathcona arts district. Magic Lantern was responsible for restoring the interior of the formerly derelict Garneau Theatre, near the University of Alberta in Edmonton. It managed this location until June 2011, when its exterior was restored and the theatre was taken over by Metro Cinema Edmonton, a local nonprofit.[2]
In 2010, the company acquired the Carlton Cinemas theatre in downtown Toronto, a historic venue for independent and arthouse films which was closed by Cineplex Odeon in fall 2009.[3] The theatre reopened as part of the Magic Lantern chain on June 30, 2010 with a two-day program of free films, including Crazy Heart, Chloe, A Single Man, Departures, Julie and Julia, Away from Her and Fantastic Mr. Fox.[4]
In October 2013, the company acquired the Elgin Mills Cinemas theatre in Richmond Hill. The theatre was previously owned by Cineplex Odeon from its opening in 1995 to September 30, 2005 when it was bought by Empire Theatres. When Empire Theatres announced that it was selling all their theatres to Cineplex Entertainment and Landmark Cinemas, this theatre was not one of them, so the location closed on August 15, 2013 when its lease expired. The theatre reopened on November 20, 2013. [5]
References
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- ↑ "Toronto's Carlton cinema to reopen". cbc.ca, February 19, 2010.
- ↑ "Carlton Cinema opening celebrations start June 30th". CNW Group, June 10, 2010.
- ↑ http://www.newswire.ca/en/story/1260395/rainbow-elgin-mills-cinema-opens-november-20
