Cineplex Formally Files Appeal of $38.9 Million Fine Over Price Dropping

Cineplex has appealed a record $38.9 million fine for deceptive marketing practices imposed by the Competition Tribunal.

The company says it has filed a notice of appeal with the Federal Court of Appeal.

It also indicates that, with the consent of the Competition Bureau, it is submitting a motion seeking a stay of the imposition of the fine until the appeal is completed. Cineplex claims to have obtained a temporary stay until the motion is heard by the Court of Appeal.

The sanction is part of a court ruling in September that put it alongside the Competition Bureau, which accused Cineplex of misleading viewers by not immediately presenting them with the full price of a cinema ticket when they purchased tickets online.

Cineplex began charging a $1.50 online reservation fee in June 2022 to many customers not enrolled in its CineClub membership and Scène Plus loyalty programs, who saw the fee waived or reduced to $1, respectively. This is a practice known as drip pricing.

Cineplex has denied the accusations, saying moviegoers are promptly informed of fees they might face and can avoid them by purchasing seats in person at a theater.

WATCH | Cineplex was fined massively for low prices:

Cineplex fined massively for ‘misleading’ prices

Cineplex has been fined $38.9 million by the Competition Tribunal for deceptive marketing practices, accused of misleading moviegoers by adding hidden fees. Cineplex says it will appeal.