Rainbow Cinemas and Magic Lantern Theatres operate movie theatres across Canada. The Rainbow Cinemas chain was founded in the 1990s in Saskatoon, Saskatchewan, while the Magic Lantern Theatres chain was founded in 1984 in Edmonton, Alberta. Rainbow Cinemas concentrated on suburban multiplex second run theaters while Magic Lantern focused on smaller theaters both in cities and small towns. The two chains merged and are now based in Edmonton, operating 17 cinemas with a total of 87 screens across Canada. Today, Rainbow Cinemas also operates three suburban multiplex first run theatres in the Toronto area.[1]
The chain's primary business strategy is to screen recent Hollywood films that are no longer airing in major cinema chains at a reduced ticket price. Some locations, particularly those located in downtown cores, may also screen first-run independent, Canadian and foreign films.
The chain currently operates Rainbow Cinemas theatres in London, Ottawa, Regina, Saskatoon (2), Sudbury, Thornhill, and Toronto (2), and Magic Lantern Theatres in Camrose, Peace River, Spruce Grove, St. Paul, Whitecourt and Toronto. As well, in Edmonton, Magic Lantern operates two historic theatres, the Garneau and the Princess, both in the Old Strathcona arts district.
In 2010, the company acquired the Carlton Cinemas theatre in downtown Toronto, a historic venue for independent and arthouse films which was closed by Cineplex Odeon in fall 2009.[2] The theatre reopened as part of the Magic Lantern chain on June 30, 2010 with a two-day program of free films, including Crazy Heart, Chloe, A Single Man, Departures, Julie and Julia, Away from Her and Fantastic Mr. Fox.[3]