Cineplex’s CEO, Ellis Jacob, attributes the recent decline in box-office earnings for Canadian films to the quality of the content itself rather than a lack of audience interest in homegrown stories. According to Telefilm data, Canadian films saw a significant drop in revenue in 2025, with only a few managing to surpass the $1 million mark at the box office. Jacob emphasized the importance of creating films that resonate with audiences and reflect Canada’s diverse communities to attract more viewers.
He highlighted the need for Canadian filmmakers to develop compelling stories that cater to specific audience demographics, pointing out the success of last year’s Chinese animated film “Ne Zha II.” Jacob suggested tapping into the multicultural audiences in Canada could open up new opportunities for the local film industry. He emphasized the significance of marketing films effectively to target the right audience segments.
Jacob’s comments come as he is set to receive the prestigious Legend of Cinema Award at CinemaCon, recognizing his contributions to the theatrical experience. Despite challenges faced by the industry, such as the impact of COVID-19 and labor strikes, Jacob remains optimistic about Cineplex’s future slate of films, including highly anticipated releases like “The Super Mario Galaxy Movie” and “Spider-Man: Brand New Day.”