Teetering on the brink, Montreal movie theatres seek second act
Some cinemas are revamping to heighten their appeal in the age of streaming
Across Montreal and its suburbs, movie theatres on the verge of closing (or already have) are being revitalized.
Old, uncomfortable seats are being swapped for plush recliners, while upgraded sound and projection systems are transforming the viewing experience — part of a broader push to make theatres feel like they are worth the trip.
In Greenfield Park on Montreal's South Shore, an old movie house is buzzing with life again, even if it's still under renovation.
The former Guzzo Taschereau theatre has reopened under the Ciné Starz banner, joining a trend of Montreal cinemas coming back from the brink.
"I believe that if you give the correct experience, then people have a great place to go and unwind," said Ciné Starz owner Bruce Gurberg, who's been acquiring and revamping theatres across the province.
It's part of a broader wave of local cinema revival, driven by both community interest and passionate individuals who believe the in-person movie experience is far from dead.
Montreal has long been a city with cinema in its bones. But many of its once-grand theatres have shuttered — like the Seville Theatre or Cinema V — now faded into memory. The Dollar Cinema, once popular for its $2 tickets, closed in 2022.
In February, all Guzzo cinema locations were ordered to permanently shut down due to the company's financial difficulties.
Still, some theatres are holding strong — and even thriving.
Cinéma Beaubien and Cinéma Moderne remain community staples, drawing regular crowds with their curated programming and intimate ambiance.
Another standout is Cinéma du Parc, which underwent a major renovation in 2023. That transformation was made possible, in part, by a large donation from celebrated Quebec filmmaker Denis Villeneuve.
"I'm a big believer in local cinemas," Villeneuve told Radio-Canada last year. "Most have disappeared, and only a few remain — like Beaubien and Cinéma du Parc — and I felt the urge to support them."
That support is already paying off. Cinéma du Parc executive director Roxanne Sayegh says the renovation has led to major improvements in attendance and sales.
"We've seen increases of 20 to 50 per cent in ticket sales and concession revenue," she said. "There's a real impact when you invest in the future of a cinema."
This resurgence comes at a time when many people rely on streaming services for their entertainment.
According to newly released data from Quebec's statistics agency, cinema attendance across the province fell to 13.5 million in 2024, a seven per cent decrease from 2023 and 28 per cent below pre-pandemic levels in 2019.
While the number of screenings rose slightly by three per cent, they remain 11 per cent lower than in 2019.
However, critics believe there's still room for physical movie theatres.
"Going to the movies is still a very social experience," said Justine Smith, a Montreal-based movie critic. "People go on dates, with friends, with family — and even though it can be expensive, it's exciting."
For Sayegh, the answer lies in the feedback they're receiving from moviegoers: "People really appreciate it. We're getting good responses, and we're able to serve our clients quicker than before."
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