SCENE

SCENE

October 14, 2009 11:39 ET

SCENE Reaches Out to Members for its Latest Marketing Campaign

Canadians get ready to call Lights, Camera, Action! With Director's Chair II

TORONTO, ONTARIO--(Marketwire - Oct. 14, 2009) - SCENE, the entertainment rewards program from Cineplex Entertainment and Scotiabank, is taking a unique approach with its latest marketing campaign, Director's Chair II. In place of a traditional media spend, SCENE is inviting members to prepare for their directorial debut and create a 15 second commercial telling everyone why they've "Gotta Get a SCENE Card". The Director's Chair II grand prize winner will win bragging rights along with $5,000 cash and 52,000 SCENE points - enough for one free movie per week for an entire year - plus an opportunity to have their commercial shown in all Cineplex Entertainment theatres across Canada.

Building on the success of Director's Chair in 2008, SCENE is giving amateur directors, film buffs and entertainment lovers the opportunity to create commercials in order to win great prizes and their chance to shine in the spotlight. Consumer response has been extremely positive with over 100 commercials submitted from across Canada in the first month - three times as many as last year. Five secondary prizes of 52,000 SCENE points will also be awarded in the following categories:

- Best SCENE Membership card spot

- Best SCENE Scotiabank card spot

- Best French Language SCENE Membership card spot

- Best French Language SCENE Scotiabank card spot

- Fan Favourite spot

"We are thrilled with the success of our 2008 Director's Chair contest where we saw firsthand the benefits of letting our members do the talking. They are our biggest advocates and are passionate about the great rewards and benefits that SCENE provides. It only made sense to bring the contest back for a second year and go directly to the source to help us spread the word," said Shawn Bloom, General Manager, SCENE. "Whether it's the free movies and discounted concessions, DVDs, music and concert tickets, or once-in-a-lifetime entertainment experiences, this contest is a fun way for members to showcase the benefits of SCENE, while also showing off their creativity."

Directors of the top submissions, as judged by a SCENE panel, may also have the opportunity for their commercial to be seen on the big screen by millions of people across the country. SCENE intends to air the best submissions at Cineplex Entertainment theatres across Canada in 2010.

Ana de Lara, a successful emerging filmmaker, director and SCENE member, entered four videos into last year's Director's Chair contest; two of them were selected to be screened in Cineplex Entertainment theatres across Canada.

"I love movies. I love challenges. I love parodies. The Director's Chair concept and ad campaign appealed to me very much and I knew it was something that would be fun to do," said de Lara. "The cash prize was also a great incentive as I always need money to fund my next project. My team and I were so excited to have our 15 seconds of fame! I've had family, friends, and students, call me to say they saw it on the big screen."

SCENE is providing the logos, card art and guidelines to assist directors in creating the branded commercials and is supporting the campaign using social media networks. SCENE is also encouraging members to use Facebook and Twitter to share their commercial virally with their friends and contacts.

Director's Chair II will accept contest entries from SCENE members until November 30th. Winners will be announced in early 2010. For more information on how to enter or to join SCENE, please visit www.scene.ca

About SCENE

SCENE, the entertainment rewards program launched by Scotiabank and Cineplex Entertainment, is free to join and offers members an immediate 10 per cent discount on concession purchases and enables members to earn and redeem points for music, movies and concessions. Members can also accelerate their earning power with the SCENE ScotiaCard (debit card) and SCENE VISA card.

About Cineplex Entertainment LP

As the largest motion picture exhibitor in Canada, Cineplex Entertainment LP owns, leases or has a joint-venture interest in 129 theatres with 1,328 screens serving more than 63.5 million guests annually. Headquartered in Toronto, Canada, Cineplex Entertainment operates theatres from British Columbia to Quebec and is the largest exhibitor of digital, 3D and IMAX projection technologies in the country. Proudly Canadian and with a workforce of approximately 10,000 employees, the company operates the following top tier brands: Cineplex Odeon, Galaxy, Famous Players, Colossus, Coliseum, SilverCity, Cinema City and Scotiabank Theatres. The units of Cineplex Galaxy Income Fund, which owns approximately 99.6% of Cineplex Entertainment LP, are traded on the Toronto Stock Exchange (symbol CGX.UN). For more information, visit www.cineplex.com.

About Scotiabank

Scotiabank is one of North America's premier financial institutions and Canada's most international bank. With close to 69,000 employees, Scotiabank Group and its affiliates serve approximately 12.8 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 more than $485 billion in assets (as at July 31, 2009), Scotiabank trades on the Toronto (BNS) and New York Exchanges (BNS). For more information please visit www.scotiabank.com.

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