Rainbow Cinemas, Sudbury, ON

One of Rainbow/Magic Lantern's strengths is that it has a variety of cinemas, in many types of locations. We have small town single screen theatres; we have large city multiplex theatres; we have discount theatres and we have art/alternative theatres. We are not a "one-size-fits-all" company because we see the value in diversity of movie-going experiences. The next Rainbow Cinema was at Promenade Mall, Thornhill. It opened as a Rainbow Discount cinema, but due to market conditions switched policies to play first run movies at moderate prices. Still a great movie deal, but with first run films! The next year two more locations were added in Toronto, using Promenade s operation pattern. The first Ontario cinema opened by Magic Lantern was in London, at Galleria Mall (now Citi Plaza). It was opened as a discount move-over cinema, and so it was called Rainbow, like the ones in Saskatchewan. Rainbow Galleria is a success story right from the start.