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 80 screens across Canada. Today, Rainbow Cinemas also operates three suburban multiplex first run theatres in the Toronto area.
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 four discount theatres; Regina, Saskatoon, Sudbury and Ottawa.
Read more about Rainbow And Magic Lantern Cinemas: Locations
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