Canadian Olympic Committee goes to the movies

The Canadian Olympic Committee has entered into a one-year deal with Cineplex Entertainment to make the cinema group its official movie partner.

Under the deal, Cineplex will support the COC’s #WeAreWinter campaign to promote and tell the stories of Canadian Olympians on more than 1,600 theatre screens across Canada around the Sochi 2014 winter Games. The campaign will also be rolled out online at Cineplex.com/Olympics and feature Olympians Chloé Dufour-Lapointe, Justine Dufour-Lapointe, Kaitlyn Weaver, Andrew Poje, Brad Spence and Jesse Lumsden.

Additionally, Cineplex will make a contribution to the Canadian Olympic Foundation through a Community Day fundraising effort held last November, while Canadian athletes will take part in Cineplex marketing promotions.

At the Community Day fundraiser, Cineplex showcased Canada’s Sochi hopefuls through a series of videos and raised C$375,000 (€250,950/$339,240) through a morning offer of free movies and C$2 concessions.