About MTAC

MTAC membership

news & Press

Thursday May 14th, 2020

Hollywood’s Life-or-Death Summer

When will moviegoing as we know it return? Everyone in Hollywood is trying to answer that question, but very few want to say what they think out loud—partly because nobody really knows, and making a mistake could have devastating consequences at a moment when the industry is already in free fall. Only a handful of […]

Why ‘Tenet’ and ‘Mulan’ Can Succeed Even if Theaters Dramatically Slash Seating

Before COVID-19, it wasn’t unusual for 50 percent of seats at U.S. theaters to remain empty on the weekends without dampening business overall. Hollywood studios and theater owners would normally never discuss what’s a taboo topic: the millions of seats across the U.S. that remain empty even when the box office is booming. READ FULL […]

Wednesday May 13th, 2020

Comcast CFO Sees “Title By Title” Potential For PVOD Releases After Working Through “Industry Stuff”

Comcast CFO Mike Cavanaugh sees PVOD opportunities arising on a “title by title” basis going foward at Universal although “there is obviously a lot of industry stuff to work through to bring that to fruition.” His comments at a media conference Wednesday – the latest in a war of words over windows – were in […]

Why Global Theatrical Windows May Emerge Stronger After COVID-19

Government pressure in China, and commercial pressure elsewhere, could lead to stricter norms: “A good chunk of that box office revenue wouldn’t be replaced.” READ FULL ARTICLE

Tuesday May 12th, 2020

Sask. movie-goers soon can soon watch flicks on a couple of big screens, with drive-ins set to open

Movie buffs in a couple of rural Saskatchewan communities will soon be able to go out to catch a flick. That’s because the province is allowing drive-in theatres to open this coming Friday. Of the four drive-ins still operating in the province, two plan to open on May 15. READ FULL ARTICLE

News archives

government Relations

Through a national government relations strategy, MTAC represents the interests of its members on a range of core issues. With a deep understanding of regional and provincial regulations, MTAC plays an integral role in helping its members navigate through a maze of government-related considerations such as:

MENU LABELLING – Provincial or industry-specific food and beverage-centered regulations, such as Ontario’s Healthy Menu Choices Act (launching in January 2017), mandating such regulations as the display of caloric content of all food and drink items across all standard size.
FILM CLASSIFICATION – In an effort to standardize classification processes across the country, MTAC acts as a collaborative liaison amongst Canada’s six predominant provincial classification boards; the British Columbia Film Classification Office, Alberta Film Ratings, Manitoba Film Classification Board, Ontario Film Review Board, Régie du cinéma du Québec and the Maritime Film Classification Board.
PROVINCIAL FILM ACTS – Due to the ever-changing technological landscape and distinct provincial legislations that vary from region to region, MTAC acts as an informed resource to various provincial governing bodies. This ensures Acts remain as relevant as possible and accurately reflect the present state of the industry from both an issues and language perspective.
ACCESSIBILITY REGULATIONS – Canadian exhibitors are strongly committed to fostering an inviting and accommodating movie-going environment for their patrons. Through ongoing learning and discussion in areas such as employee training, service animals, service aids and more, MTAC supports its members in identifying ways to improve access and remove barriers that may inhibit or challenge the dignity and comfort of the disabled.
COPYRIGHT COLLECTIVES – MTAC represents exhibitors’ positions and helps members negotiate with Canadian copyright collectives to create multi-year agreements.
AMUSEMENT TAX – MTAC has been successful in combatting Amusement Tax legislation that would affect the price of movie theatre tickets in certain municipalities.

international Representation

MTAC represents the unique Canadian exhibitor market, a web of distinct regulations not found in other North American markets, through numerous international committees. This global presence results in MTAC members having access to the most up-to-date information and knowledge of industry trends, which is imperative as the landscape regarding piracy, theft and technological advancement continues to evolve at a rapid pace.

FILM THEFT - The economic impact of movie piracy in Canada is significant, trickling down through all areas of the industry, from cinema owners, to distributors, retailers and producers. The ongoing debate regarding best practices and viable solutions for mitigating piracy are a hotbed of discussion, as methods of theft such as downloading, streaming, purchasing of counterfeit content, 'burning' and unofficial copy acquisition grow more sophisticated on a daily basis. MTAC is heavily engaged in piracy prevention and protection of industry stakeholders and is an active participant in all discussions regarding these matters.
TECHNOLOGY - Whether it’s the installation of the latest in sound quality or the resurrection of obsolete equipment to create a vintage vibe, technology plays a large role in helping a movie leave its mark. Even the most subtle nuances can greatly impact how the audience responds emotionally to a film. MTAC members have access to immeasurably valuable insights regarding the latest technologies and trends, enabling them to remain competitive and provide new and engaging movie-going experiences to consumers.
INTERNATIONAL EXHIBITORS COMMITTEE - MTAC sits on the NATO International Committee, collecting vital information from other jurisdictions regarding best practices in areas including collectives, technology, in-theatre marketing and other timely issues impacting the industry.
GLOBAL CINEMA FEDERATION - The world’s biggest exhibition companies — including giants AMC Entertainment and Regal Entertainment Group, and Cineplex — are linking arms to raise the industry’s profile with regulatory agencies, and smooth differences between countries.

Their interests will be represented by a new worldwide organization, the Global Cinema Federation. Founding trade associations include the U.S.’ National Association of Theatre Owners (NATO) and Europe’s The International Union of Cinemas (UNIC).

The group is still working on formal policy positions, and specific strategies the Federation will take to address them. Common concerns include practices and laws involving film theft, theatrical exclusivity, music rights payments, accessibility regulations, studio relations, technology and standards, international trade, and foreign investment. In addition, Hollywood studios are weighing changes including premium video on demand that might weaken theater owners’ ties to moviegoers. In addition to AMC and Regal, founding operators include Cinemark, Cineplex, Cinépolis, Cineworld, CJ-CGV, Event Cinemas, Les Cinemas Gaumont Pathé, Vue International and Wanda Cinemas.