TORONTO, ONTARIO--(Marketwired - Aug. 24, 2016) - (TSX:CGX) What will happen when lightning strikes a giant bag of popcorn? As part of its #WeatherOrNot summer campaign, Cineplex Entertainment is tackling this age-old, unanswered question with a shocking experiment taking place in a field just outside of Windsor, Ontario. Launched today and available through to September 2, the Cineplex #WeatherOrNot Lightning Popcorn bag is nearly 20 feet high and is rigged with a lightning rod.

As if that weren't enough, Canadians can watch to see if lightning strikes and makes the popcorn 'pop' through a 24/7 #WeatherorNot livestream available at Cineplex.com/Popcorn! The best part is that Cineplex is also encouraging Canadians to visit the website to vote on 'Weather or Not' they think the popcorn will pop for a chance to enjoy a free Cineplex popcorn.¹

"As the next phase of our Weather or Not campaign, this activation proves that entertainment is always possible, even in a thunderstorm," says Pat Marshall, Vice President, Communications and Investor Relations, Cineplex Entertainment. "We're encouraging Canadians to tune into our livestream to see how this ultimate science experiment plays out. While we're arguably Canada's popcorn experts, not even the team here knows what will happen."

"Lightning is an extremely complex phenomenon that strikes 44 times per second across the planet," says Mark Robinson, meteorologist and StormHunter, The Weather Network. "The Cineplex Lightning Popcorn bag is located right in the heart of Canada's lightning alley, a likely spot for a strike to touch down!"

The #WeatherorNot campaign, which launched earlier this summer, includes a series of surprise and delight activations, rain or shine, designed to help Canadians across the country prioritize pleasure by making sure they don't miss out on entertainment. A continuation of Cineplex's new brand platform 'See The Big Picture,' the campaign kicked-off earlier this summer when crowds were surprised at popular beaches with free beach towels that resembled movie tickets that were redeemable for free movies. The campaign continued with a branded Yo-Yo's truck that toured Ontario, cooling people down with movie-themed frozen yogurt combos. 

Canadians are encouraged to engage and share over social media using the hashtags #WeatherOrNot and #BeauTempsMauvaisTemps, as well as on Facebook (Facebook.com/Cineplex), Twitter (@CineplexMovies), Snapchat (@CineplexMovies) or Instagram (@CineplexMovies). 

About Cineplex

Cineplex Inc. ("Cineplex") is one of Canada's leading entertainment companies and operates one of the most modern and fully digitized motion picture theatre circuits in the world. A top-tier Canadian brand, Cineplex operates numerous businesses including theatrical exhibition, food service, amusement gaming, alternative programming (Cineplex Events), Cineplex Media, Cineplex Digital Media, and the online sale of home entertainment content through CineplexStore.com and on apps embedded in various electronic devices. Cineplex is also a joint venture partner in SCENE - Canada's largest entertainment loyalty program.

Cineplex is headquartered in Toronto, Canada, and operates 163 theatres with 1,667 screens from coast to coast, serving approximately 77 million guests annually through the following theatre brands: Cineplex Cinemas, Cineplex Odeon, Cineplex VIP Cinemas, Galaxy Cinemas, SilverCity Cinemas, and Scotiabank Theatres. Cineplex also owns and operates the UltraAVX™, Poptopia, and Outtakes brands. Cineplex trades on the Toronto Stock Exchange under the symbol CGX. More information is available at Cineplex.com.

(1) Visit Cineplex.com/Popcorn for promotional terms and conditions.