The move follows a similar price break introduced in the company's main multiplexes in Calgary and Vancouver last year and in Winnipeg before that.

"The opening up of the options has really been a lesson for us," says corporate affairs vice-president Nuria Bronfman. "That's why we really want to bring it into the GTA (Greater Toronto Area)."

Weekend matinees will also drop to $9.95 from $11.50 and child and senior prices will remain at $8.50, but it will spell the end of so-called cheap Tuesdays, where a ticket fee will climb slightly from the current $9.25 to $9.95. But Bronfman stresses that the difference is nominal and in fact opens up options for theatre-goers who found weekend and Tuesday showtimes inconvenient.

"What we're trying to do is allow for that kind of value every day of the week, so it's not just a Tuesday that you can go to a movie at this kind of value." Source.