Landmark Cinemas is celebrating its 60th anniversary with bold growth plans, next-level movie experiences, and a renewed push into underserved markets across Canada.
The Canadian theatre chain, founded by Brian McIntosh, began in small towns before expanding into larger multiplexes over the years. The company experienced a major shift in 2013 when it acquired some Empire Theatres.
“That really gave us like our big theatre like Country Hills, Shaughnessy, all those kinds,” said David Cohen, COO of Landmark Cinemas. “We bought all their theatres from B.C. out to Ontario basically.”
Cineplex took over Empire’s locations in Atlantic Canada, but for Landmark, the deal brought its largest sites under the brand. Today, Landmark operates 36 theatres and 300 screens across the country from Vancouver Island to Ottawa.
“Our biggest presence is probably Alberta in terms of market share,” noted Cohen. “But I’d say most of our visitors come from Ontario. We’ve got two really big (theatres) in Ontario.”
The company’s most recent theatre opened in Windsor in November 2024, continuing a format that has become a Landmark standard. “Our typical site is an eight-screen complex with about 900 seats, but all recliner seats,” Cohen said. “We include all the latest bells and whistles.”
Among those is the Laser Ultra concept, which features 4K laser projection and Dolby Atmos sound. But Landmark has taken things further with the introduction of Premier Seats, a new innovation in comfort.
“It’s a set of recliner seats, but then we added heating to the seat, we added an adjustable headrest, we’ve got side tables on either side and it’s got a privacy enclosure around the whole thing,” explained Cohen. “So you’re not disturbed if someone else was on their phone or they’re talking or whatever. That’s all kind of blocked away from you.”
Premier Seats were launched at the Edmonton Tamarack location in 2021 and have since been rolled out at multiple sites including Shaughnessy and Country Hills in Calgary. “We’ve put them in basically across the circuit anywhere we already have recliners,” he added.
As for new theatres, Cohen remained tight-lipped. “Nothing I can talk about,” he said. “But we are eyeing locations. We’re looking for just communities that are underserved from a screen count perspective.”
Industry Recovery and Rebound
The pandemic dealt a blow to the cinema industry, and Landmark was no exception. “We were forced to close for a total of like 18 months cumulatively,” said Cohen. “Ontario was the worst for the restrictions.”
Even after reopening, recovery was slow, largely due to Hollywood delays. “During the pandemic they couldn’t make movies. Sets were all shut down,” he said. “Then all the writers and actors went on strike so they stopped making movies again for six months.”
But with new releases hitting theatres, attendance has rebounded. “Whenever we have films, we’re selling out,” Cohen said. “We’re having a fantastic year. Q1 was still a little bit quiet but starting from Minecraft, which opened the first week of April, it’s been lights out.”
“Minecraft did really well. Sinners did really well. F1 was a phenomenal movie. Superman—just an incredible run of films and our visitors are back better than ever.”
Theatrical Experience Still Resonates
Cohen believes the moviegoing experience continues to offer something unique. “No matter what you say, you buy a 65-inch Sony TV and an ammo setup and everything at home, it just does not replicate an 80-foot screen in an auditorium,” he said.
He emphasized the social aspect, too. “You feel part of this community of like everybody’s watching the film at the same time and they really love it,” said Cohen. “Whereas if it’s you or you and your partner at home on the couch, it’s just not quite the same.”
Affordability plays a role in drawing audiences back as well. “We’re still like the cheapest form of entertainment around,” he said. “We offer lots of different kinds of discounts and family packages to make it affordable for families.”
And of course, there’s the classic draw: “Movie theatre popcorn is better than anywhere,” Cohen said. “And we think we have the best.”
Evolving Technology and Seating
From film reels to laser projection, Landmark’s evolution reflects the broader changes in cinema technology.
“When it first started it was a reel, like a film reel,” said Cohen. “Eventually we went to digital projectors. Now we can send you a hard drive, way higher quality image resolution.”
Today, Landmark is investing in laser projectors, aiming for 100% conversion across its circuit by the end of 2027.
In terms of seating, the company has been at the forefront of innovation in Canada. “We launched the first recliner theatre. I think it was our London location,” said Cohen. “Overnight, visitors went way, way up like doubled overnight.”
“Now you come in, you’ve got this really nice recliner seat, lots of space. It just makes it a way more enjoyable experience. People spoke with their wallet.”
Concession Innovation and What’s Next
Landmark is also transforming the concession experience. “We’ve increased our product array. You can get pizza, hot dogs not just popcorn,” Cohen said.
Self-serve kiosks, introduced in Fall 2024, are now in place at three locations: Windsor, Waterloo, and Shaughnessy. “You come to one of these screens, you do your entire order there. We just call your number when it’s ready,” he said.
And the next evolution? “To-your-seat service,” Cohen revealed. “You’ll be able to order it at that kiosk, and then you just go sit in your seat. We’re just going to bring it right to you.”
Cohen says the early feedback has been excellent. “Guests say it’s just easier for me to select items. I get to go through the menu and take more time to choose.”
With six to eight more locations planned for kiosks in the next year and more innovation on the horizon, Landmark is clearly looking to the future—even as it celebrates a storied past.
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- Landmark Cinemas Sees Success Amid Continued Cross-Canada Expansion
