Movies. Fun. Fast.

    (CGX.UN)

    TORONTO, May 2 /CNW/ - Cineplex Entertainment and Scotiabank are pleased
to announce four exciting new initiatives: the national launch of SCENE(TM),
the first Canadian entertainment rewards program; the national launch of the
SCENE(TM) ScotiaCard; the national launch of the new SCENE(TM) VISA and
SCENE(TM) Student VISA cards; and the renaming of three major Cineplex
theatres including the Scotiabank Theatre Vancouver (formerly Paramount
Vancouver), Scotiabank Theatre Edmonton (formerly SilverCity West Edmonton
Mall) and Scotiabank Theatre Montreal (formerly Paramount Montreal) bringing
the total number of Scotiabank branded theatres to four (including Scotiabank
Theatre Toronto).
    "In partnership with Scotiabank, we are pleased to announce the national
launch of SCENE, our entertainment rewards program which rewards our theatre
guests for doing something they love to do which is going to the movies," said
Ellis Jacob, President and CEO, Cineplex Entertainment. "Our January launch in
the GTA was a great success and we anticipate today's national launch to be
extremely successful as well. We are also delighted to partner with Scotiabank
to join two of Canada's leading brands in the renaming of three more of our
flagship theatres today."
    "This breakthrough concept will give our customers more ways to earn
instant, fun rewards, just by using their SCENE ScotiaCard and now SCENE VISA
card. Adding a VISA card to the membership program really allows everyone to
accelerate their earning power without changing their preferred method of
payment," said John Doig, Senior Vice-President, Marketing, Sales and Service,
Scotiabank. "SCENE is a first in our industry, coupled with the first ever
naming rights to Cineplex's flagship theatres across the country. The SCENE
partnership brings together two great brands in an innovative way to provide
extra benefits and rewards to our customers."
    There are three great ways to participate in the SCENE program:

    SCENE Membership Card
    ---------------------
    The SCENE membership program is free to join and offers members an
immediate 10 per cent discount on all(*) concession purchases and enables
members the chance to earn points for fun rewards such as free movies and
concession combos simply by going to the movies. ((*)Tim Horton's and alcoholic
beverages excluded)HOW TO EARN POINTS
      -  250 initial points when you sign-up at www.scene.ca
      -  100 points every time a member buys their admission ticket at a
         Cineplex Entertainment theatre
      -  Earn bonus points for purchasing tickets online via JUMP! at
         cineplex.com

    MEMBERSHIP BENEFITS
      -  Receive an immediate 10% discount on concession purchases
      -  Special offers throughout the year
      -  Exclusive access to contests with prizes such as trips to Hollywood
         or free movies for a year

    REDEEMING REWARDS
      -  1,000 points earns a free movie ticket
      -  1,000 points earns a free concession combo
    Plus many other rewards and more benefits to come as the program expands.SCENE ScotiaCard (Debit Card)
    -----------------------------
    Accelerate your earning power with the SCENE ScotiaCard - a specially
branded debit card offered exclusively by Scotiabank. Members who sign up for
the SCENE ScotiaCard will instantly receive 2000 points just for signing up -
that's the equivalent of two free movies. They will also earn more points by
simply making everyday purchases, earning one point for every $5 spent on
their debit card at any retailer and five points for every $1 spent at any
Cineplex Entertainment theatre.

    Scotiabank SCENE VISA and SCENE Student VISA Cards
    --------------------------------------------------
    In addition to the SCENE card and SCENE ScotiaCard, members can earn even
more rewards faster when signing up for the Scotiabank SCENE VISA or SCENE
Student VISA card - specially branded credit cards offered exclusively by
Scotiabank. Members who sign up for either VISA card will instantly receive
2000 points just for signing up - that's the equivalent of two free movies.
They will also earn more points by simply making everyday purchases with their
SCENE VISA card, earning one point for every $1 spent on their VISA card at
any retailer and five points for every $1 spent at any Cineplex Entertainment
theatre.
    With SCENE, members can earn rewards quickly. There are many ways to
accumulate SCENE points fast. Below is a breakdown of the points accumulated
when using your SCENE Membership Card and how your SCENE ScotiaCard and SCENE
VISA Card can help you earn SCENE points even faster:SCENE Membership Card (Free to all 14 years and older)
    -----------------------------------------------------------------------
    POINTS ACCUMULATOR POINTS EARNED
    -----------------------------------------------------------------------
    Sign up for SCENE Membership Card                                   250
    -----------------------------------------------------------------------
    Your movie ticket purchase                                          100
    -----------------------------------------------------------------------
    Purchase a child's movie ticket                                      50
    -----------------------------------------------------------------------
    Your movie ticket purchased on JUMP!                                120
    -----------------------------------------------------------------------
    Concession purchases                                       10% discount
    -----------------------------------------------------------------------


    SCENE ScotiaCard and SCENE VISA Card
    (Open or add to a Scotiabank account)
    -----------------------------------------------------------------------
    POINTS ACCUMULATOR          SCENE ScotiaCard            SCENE VISA Card
    -----------------------------------------------------------------------
    Connect to your SCENE                   2000                          -
    -----------------------------------------------------------------------
    Membership (xx)
    -----------------------------------------------------------------------
    Sign up for 1 direct payroll            2000                          -
    deposits or at least 2 pre-
    authorized credits and/or 2
    pre-authorized debits
    -----------------------------------------------------------------------
    Connect to your SCENE                                              2000
    Membership and make your
    first card purchase (xx)
    -----------------------------------------------------------------------
    Earn points on purchases      5 SCENE points             5 SCENE points
    made at participating              /$1 spent                  /$1 spent
    Cineplex Entertainment
    theatres
    -----------------------------------------------------------------------
    Earn points on purchases       1 SCENE point              1 SCENE point
    at other merchants                 /$5 spent                  /$1 spent
    -----------------------------------------------------------------------
    (xx) The Scotiabank bonus points are paid if connecting the SCENE
         ScotiaCard to SCENE membership or connecting the SCENE VISA card to
         the SCENE membership and making a first purchase with the VISA card
         are done within 60 days of getting the cards.SCENE Launch Party
    ------------------
    Premiering tonight at the Scotiabank Theatre Vancouver, the Paramount
Chinook and Scotiabank Theatre Edmonton and on May 3rd at Scotiabank Theatre
Montreal are exclusive parties for SCENE contest winners and VIPs to celebrate
the official launch. Guests will be able to register for SCENE and start
accumulating points to earn free movies, concession items and other special
offers. Along with VIP red carpet treatment, guests at the launch event will
be treated to a special advanced screening of a highly anticipated Hollywood
movie.

    About Cineplex Entertainment LP

    Headquartered in Toronto, Canada, Cineplex Entertainment LP owns, leases
or has a joint-venture interest in 128 theatres with 1,290 screens serving
approximately 60 million guests annually. Cineplex Entertainment LP is the
largest motion picture exhibitor in Canada operating theatres with the
following brands: Cineplex Odeon, Galaxy and Famous Players (including
Coliseum, Colossus and SilverCity) and Scotiabank Theatre Toronto. The units
of Cineplex Galaxy Income Fund, which owns approximately 75.7% of Cineplex
Entertainment LP, are traded on the Toronto Stock Exchange (symbol CGX.UN).
For more information, visit us at www.cineplex.com.

    About Scotiabank

    Scotiabank is one of North America's premier financial institutions and
Canada's most international bank. With over 57,000 employees, Scotiabank Group
and its affiliates serve approximately 12 million customers in some 50
countries around the world. Scotiabank offers a diverse range of products and
services including personal, commercial, corporate and investment banking.
With $396 billion in assets (as at January 31, 2007), Scotiabank trades on the
Toronto (BNS) and New York Exchanges (BNS). For more information please visit
www.scotiabank.com.