Have you heard of Telus half price Tuesdays at Cineplex? Here's the explanation:
The TELUS ½ Price Movie Combo is a specially priced combo offer which includes a General admission ticket, Regular Popcorn and Regular Fountain Drink at approximately 50% off of the combined retail price. This offer is only available on Tuesday's and is available exclusively at all Cineplex Entertainment theatres.
I reckon Tuesdays must be a slow day for cinemas, so anything that they can do to encourage people to come in and spend money would be good for them :)