Cineplex is appealing a Competition Tribunal ruling that found it misled theatregoers by not immediately disclosing some fees.

Cineplex Inc. CGX-T is headed to court Wednesday to fight a decision – and record $38.9-million penalty – that experts say should serve as a warning for other companies.

The theatre giant is appealing a Competition Tribunal decision from September last year that found Cineplex misled theatregoers by not immediately disclosing a fee up to $1.50 some customers had to pay for booking their tickets online.

The Competition Bureau, which triggered the case in 2023, said the incident amounted to drip pricing – a practice where a low price draws people in before they’re caught off guard later in the checkout process by fees that cause their final total to climb.

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