History
The Scene rewards program was launched in 2007 as a partnership between Cineplex and Scotiabank.[5] The program allowed members to earn points that they could spend on free movies, 1,000 points per movie, as well as providing a 10% discount on concession stand purchases.[6] Scene branded Visa and debit cards were also launched by Scotiabank,[7] which allowed Scene members to earn points on purchases outside of Cineplex properties.[6] The debit card was the first in Canada to allow cardholders to earn rewards.[7] As part of the partnership, Scotiabank also acquired naming rights to additional Cineplex flagship locations to add them to their Scotiabank Theatre banner.[8]
In June 2012, Cineplex started offering an additional 10% off on Tuesday movie ticket prices to Scene members.[9]
In October 2014, Scene announced a partnership with Sport Chek, allowing customers to earn and redeem points at these stores.[10] This partnership ended in October 2017, as Sport Chek then begin to offer its parent company's Canadian Tire Money, which became Triangle Rewards in 2018.[11][12] In February 2015, Scene announced a similar partnership with Cara Operations at eleven of its restaurant brands.[13]
In 2015, Cineplex announced that premium and VIP movie tickets would cost more points to redeem. Premium movie tickets (3D, D-Box, IMAX, and UltraAVX) would cost 1,500 points and VIP movie would cost 2,000 points instead of the standard 1,000 points.[5]
On December 14, 2021, Scene merged with Scotiabank's Scotia Rewards program and was renamed Scene+; the new service adds partnerships with additional retail partners, integration with Rakuten for cashback offers, and the ability to redeem points towards hotel and travel bookings (via a partnership with Expedia), and credit to Scotiabank debit and credit card accounts.[14][15]
On June 7, 2022, Empire Company (which had previously owned cinemas under the Empire Theatres banner until 2013, when it exited the industry and sold its locations to Cineplex and Landmark Cinemas)[16] announced that it would discontinue its participation in Air Miles and acquire a stake in Scene+. Since August 2022, and gradually rolling across Canada, Scene+ points can be earned and redeemed at its grocery store (such as Sobeys, Safeway, FreshCo, Foodland, IGA, and Thrifty Foods) and pharmacy and convenience store (Lawtons and Needs) chains.[17] The Launch of Scene+ at Empire's banners was staggered across Canada, with each region joining the program on a certain date.
On September 23, 2022, it was announced that Home Hardware Stores Ltd, whose banners include Home Hardware, Home Hardware Building Centre, Home Building Centre, and Home Furniture, will be joining Scene+ on July 31, 2023.[18][19]
On January 26, 2026, it was announced that Shell Canada was joining the Scene+ loyalty program effective March 3, 2026 in Alberta and May 26, 2026 in the rest of Canada, leaving the Air Miles program after 34 years[4]. Scene+ members will be able to earn rewards on gas, car wash, and convenience purchases as well as redeem points to use towards purchases. Members with eligible Scotiabank or Tangerine debit or credit cards can earn additional savings by linking their card[20]
As of May 13, 2026, Scene+ along with Cineplex adjusted their rate at which Scene+ members earn Scene+ Points on the purchase of tickets, food and beverages, merchandise, and gaming at Cineplex theatres. The plan reworked the existing structure of reward points per dollar spent. Whereas previously, you earned the same amount of points for all purchases including tickets, food and beverages, online booking, merchandise and XSCAPE Play Cards, ( 5 Scene+ points per $1 spent), the new plan reduced the points earned for regular purchases and increased the points earned for premium purchases. [21]
