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Everything now renamed Scotiabank 

Last remnants of Empire Theatres to be replaced.

click to enlarge Not this anymore
  • Not this anymore

Cineplex Entertainment and Scotiabank, one of the top eight or 12 banks in Canada, today announced that Cineplex’s Bayers Lake location will be christened the new Scotiabank Theatre Halifax.

"We are proud that our long-standing partnership with Scotiabank now extends to Halifax," said Cineplex president and CEO Ellis Jacob in a release.

"We look forward to adding the Scotiabank name to our flagship theatre in Halifax, a decision made all the more appropriate by the bank's historic origins in the city."

As those who can still afford to attend the cinema will tell you, Cineplex’s takeover of former Empire theatres several months ago resulted in a surprisingly small amount of signage switching over. Now that a corporate partner is in place, “guests” can expect those cosmetic changes to begin shortly.

Scotiabank, where you’re richer than you think, also recently bought the naming rights for the Halifax Metro Centre, now known as Earn Travel Rewards Faster Arena.

“This city is home to some dedicated movie-lovers,” offers Scotiabank chief marketing officer John Doig, who invites all of us to take part in Scotiabank’s SCENE program (Canada’s first-ever entertainment loyalty program).

Scotiabank, a highly diversified and well-balanced business operating within a clearly defined global footprint, is also renaming Cineplex locations in Saskatoon and St. John’s. There are already Scotiabank Theatres in world-class cities like Vancouver, Edmonton, Calgary, Montreal and Toronto.

Scotiabank still retains provincial naming rights, which it purchased in 1987.

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