Metro Cinema Society

What Metro Cinema Society does

Metro Cinema Society is a community-based not-for-profit cinema society incorporated under Alberta law and headquartered at Edmonton's historic Garneau Theatre (8712 109 Street NW), a 1940 Art Moderne heritage building with 500 seats across a main level and mezzanine. Founded in its current form in 2011 after succeeding Magic Lantern Theatres as venue operator, the society curates and presents diverse, independent, and alternative film and media arts programming — including cult classics, art house, foreign, silent films with live musical accompaniment, and 35mm prints — supplemented by community co-presentations and special events. Its customer base spans general Edmonton-area film enthusiasts, LGBTQ+ audiences (via the Showing Pride series), music documentary fans, event renters, and families, served through both digital and 35mm projection plus accessibility features (Dolby closed captioning devices, Williams Sound assistive listening, open captions).

Name

Metro Cinema Society

Legal name

Metro Cinema Society

Website

https://www.metrocinema.org

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Metro Cinema Society is a community-based not-for-profit cinema in Edmonton operating from the historic Garneau Theatre, presenting curated independent, classic, and cult film programming alongside community co-presentations and venue rentals.

Ownership category

akta.pro rank

Product category

Independent / Art House Cinema

NAICS

Motion Picture Theaters (except Drive-Ins) (512131)

SIC

Services-Motion Picture Theaters (7830)

akta.pro primary industry

Independent & Art-house Cinemas (MPADAKAB)

akta.pro secondary industries

Community & Cultural Screenings (Museums, Cultural Centers) (MPADAKAH), Private Screenings & Venue Rentals (Corporate, Parties) (MPADAKAJ), Screening Rooms & Cinematheques (Nonprofit/Institutional) (MPADAKAF)

Keywords

• Independent film exhibition
• Community cinema operations
• Art house programming
• Historic venue rental
• Accessible cinema services

Headquarters

HQ city

Edmonton

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain, Others

Revenue model

1. Ticket Sales: General admission ticket sales for regular Metro Cinema screenings. Adults $14, Students/Seniors/Kids $11. Tuesdays are discounted to $5 during June, July, and August. Online ticket sales include a $0.50 surcharge per ticket.
2. Silver Screen Pass: Annual pass at $300 (GST included) providing single admission to over 800 regular screenings per year. Non-transferable. Also confers eligibility for Metro Cinema Society membership.
3. Cinema Six-Pack and Night at the Movies: Six-pack ticket bundles: Adult $70, Student/Senior $60. Night at the Movies package (2 admissions, medium popcorn, 2 medium fountain drinks) for $35. Redeemable in person only.
4. Venue Rental: The Garneau Theatre is rented to individual artists, non-profit, and for-profit organizations for film screenings, live performances, fundraisers, photography shoots, conferences, weddings, and private events. Standard venue rental rates range from $300/hr (daytime weekday) to $1,725 (Fri/Sat 7-9PM). Registered non-profits receive a 25% discount.
5. Concession and Bar: Concession sales including popcorn and beverages. The Garneau Theatre is a licensed venue for alcohol service permitted by Alberta Gaming, Liquor and Cannabis (AGLC). Custom bar services available for rental events.
6. Donations and Membership: Metro Cinema is a registered charity with Canada Helps. Tax receipts available for donations over $20. Donations of $100 or more make donors eligible for Metro Cinema Society membership. Marquee rental available for $150 (personal messages only).
7. Merchandise Sales: Merchandise sold through the Metro Cinema online shop, including passes and branded items. Merch items are pickup only.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Metro Cinema Society is a registered not-for-profit charitable organization that operates the historic Garneau Theatre in Edmonton, Alberta, screening independent, alternative, foreign-language, LGBTQ+, documentary, and repertory films. Beyond cinema exhibition, the society rents the 1940 Art Moderne venue and its lobby-level Metro Gallery for private events, community gatherings, and art exhibitions, while supporting accessibility through CaptiView, Descriptive Video, and Rear Window captioning services.

Product overview

Metro Cinema Society operates as a community-based not-for-profit cinema presenting diverse film and media arts experiences at Edmonton's historic Garneau Theatre. The organization offers a core cinema exhibition service with multiple ticket and membership products: the Silver Screen Pass ($300/year) provides unlimited access to 800+ screenings plus membership perks; Cinema Six-Packs offer bundled admissions at discounted rates; and Night at the Movies packages tickets with concessions. Additional revenue streams include Garneau Theatre venue rentals (accommodating up to 500 guests for screenings, performances, and private events), Metro Gallery art exhibitions in the lobby, and marquee message rentals. The venue supports both digital and 35mm film projection.

Differentiator

Problem solved

Functional benefit

Brands

• Metro Gallery: A multi-purpose art exhibition and event space located in the lobby of the Garneau Theatre, featuring rotating monthly exhibits of work by local visual artists.

Products and services

• Silver Screen Pass
• Cinema Six-Pack (Adult)
• Cinema Six-Pack (Student/Senior)
• Night at the Movies Bundle
• Garneau Theatre Venue Rental
• Metro Gallery Exhibition Space
• Marquee Rental
• CatVideoFest Annual Screening

Quantifiable outcome

• Over 800 screenings per year accessible with Silver Screen Pass
• +3 more outcomes

Named customers13 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

17 partnerships are on record, tiered core and minor.

• Pride Centre of EdmontoncoreGTM or Marketing PartnerCo-programming partner for the Showing Pride bimonthly film series featuring LGBTQ+-focused films. Metro Cinema and the Pride Centre collaborate on film selection and screening, with Pride Centre of Edmonton also serving as a film screening partner for specific titles like Montreal, My Beautiful.
• Comité FrancoQueer de l'OuestminorGTM or Marketing PartnerFilm screening partner for Montreal, My Beautiful screening, supporting LGBTQ+ and French-language film programming.
• Classic Film RevivalminorGTM or Marketing PartnerPresented Pink Floyd: The Wall as a special rental event at the Garneau Theatre. Classic Film Revival is the event host and promoter for this special big-screen showing.
• Sea Change Brewing Co.coreGTM or Marketing PartnerSponsor and co-presenter of the Sea Change Brewing Presents series, featuring cult classics shown in Beer-O-Vision with free pre-show tastings and a full bar takeover. Sea Change Brewing Co. is also a series sponsor of Metro Cinema alongside Prairie Records and Edmonton Arts Council.
• Shiddy's DistillingminorGTM or Marketing PartnerCo-presenter with Sea Change Brewing for Beer-O-Vision cult classic screenings at the Garneau Theatre.
• Dandy Brewing CompanycoreGTM or Marketing PartnerSponsor of the D-Movies series presenting 'bad movies, good booze' monthly. Dandy Brewing Company curates and sponsors the experience alongside Metro Cinema.
• CJSRcoreGTM or Marketing PartnerEdmonton community radio station co-presenting the Music Docs series and The Organ Grinder Roadshow series. CJSR is also a supporting partner of Metro Cinema and sponsors the Music Docs series along with Blackbyrd Myoozik.
• The GatewayminorGTM or Marketing PartnerCo-presenter of the Gateway to Cinema series alongside U of A Residential Services, offering free admission for students with valid ID.
• Oscilloscope LaboratoriesminorGTM or Marketing PartnerOscilloscope Laboratories presents CatVideoFest 2026, a compilation of cat videos screened at Metro Cinema with a portion of proceeds going to local cat charities.
• SAFEminorOthersLocal Edmonton cat charity receiving a portion of ticket proceeds from CatVideoFest 2026 screenings at Metro Cinema.
• Philosophy in Film Podcast (Dr. Alain Beauclair, Dr. Chris McTavish, Craig Nickel)minorGTM or Marketing PartnerCo-hosts of the Philosophy in Film podcast co-present a film series at Metro Cinema, guiding audiences through philosophical ideas raised in compelling films. Co-hosts include faculty from MacEwan University and Athabasca University.
• Infest 2026minorGTM or Marketing PartnerInfest 2026 is a partner for the A Page of Madness screening (100th anniversary). The event is co-presented with Infest, with Infest Passholders eligible for $8 door pricing.
• Alberta Media Arts AllianceminorOthersAlberta Media Arts Alliance is a community support organization that assists Metro Cinema as part of its network.
• Alberta Media Production Industries AssociationminorOthersAlberta Media Production Industries Association is a community support organization that assists Metro Cinema.
• FAVAminorOthersFAVA (Film and Video Arts Society) is a community support organization that assists Metro Cinema.
• Applied SilenceminorGTM or Marketing PartnerPost-rock musical group providing original live accompaniment for the Vampyr (1932) screening. Led by Stephen Lyons (Fond of Tigers) and José Teodoro, with Edmonton artists Sean Fulton and Twilla MacLeod.
• Tim RechnerminorGTM or Marketing PartnerEdmonton visual artist and musician who curates the Metro Gallery, selecting and coordinating monthly visual art exhibitions in the Garneau Theatre lobby.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• TIFF Bell Lightbox: Toronto's flagship art-house cinema operated by the Toronto International Film Festival, offering curated film programming, repertory screenings, and venue rentals. Comparable as a major Canadian art-house cinema venue with venue rental and event programming.
• ByTowne Cinema: Ottawa's historic single-screen independent cinema showing repertory, independent, and classic films. Comparable as a Canadian heritage single-screen independent cinema with curated programming.
• Hot Docs Ted Rogers Cinema: Toronto's documentary-focused independent cinema operated by the Hot Docs festival. Comparable as a single-venue independent art-house cinema society with curated documentary and special-event programming.
• Princess Cinemas: Independent art-house cinema operating multiple screens in Waterloo, Ontario, with curated programming, ticket bundles, and venue rental. Comparable as an independent Canadian cinema society with bundle ticketing and rental-driven revenue model.
• Mayfair Theatre: Ottawa's community-owned historic single-screen cinema showing independent, cult, and repertory programming. Comparable as a heritage single-venue independent cinema with community-driven programming.
• The Cinematheque: Vancouver's not-for-profit cinematheque society curating independent, foreign, and classic film programming on a single screen with educational and community programming. Closely comparable to Metro Cinema as a Canadian nonprofit cinema society with curated rather than commercial exhibition.

Broad incumbents

• Cineplex Entertainment: Canada's largest cinema chain operating mainstream, premium, and IMAX theatres nationwide. Comparable as the dominant Canadian cinema operator, but at much larger scale and with commercial rather than curated programming.
• Landmark Cinemas: Western Canada's largest cinema chain with both mainstream and select art-house programming. Comparable as a major Canadian cinema operator in the same Western Canadian market as Metro Cinema.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/metro-cinema-at-the-garneau-theatre

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Metro Cinema Society