Cineplex ordered to pay $38.9M by Competition Tribunal in ticket fee case.

Cineplex Inc. has been ordered to pay a record $38.9 million fine after the Competition Tribunal ruled that the theater chain engaged in deceptive marketing practices. The tribunal sided with the Competition Bureau, which launched the case in May, accusing Cineplex of misleading customers by not showing the full price of a movie ticket upfront when purchasing seats online.

The bureau highlighted a $1.50 online booking fee Cineplex began charging in June 2022 to many customers not enrolled in its loyalty and subscription programs. According to the bureau, this fee amounted to “price dripping,” a practice where consumers are drawn into a purchase without being informed of the final cost upfront.

Cineplex denied the allegations, claiming that moviegoers are promptly informed of any additional fees.

The $38.9 million fine represents the total amount Cineplex collected from customers through the $1.50 booking fee between June 2022 and December 2023.