Bank of Nova Scotia and Cineplex Entertainment today announced an entertainment loyalty rewards program. As well, Scotiabank has acquired naming rights to five major Cineplex theatres in Toronto, Montreal, Calgary, Edmonton and Vancouver.

The flagship Paramount Toronto now will be called Scotiabank Theatre Toronto. And the Scene loyalty rewards program will start immediately in the Toronto area, expanding to other markets across Canada in the spring.

The partnership “brings together two great brands in an innovative way to provide extra benefits and rewards to our customers,” said John Doig, senior vice-president for marketing, sales and service at Scotiabank, in a news release.

The bank’s customers will earn free movies and concession combos by using their ScotiaCard debit cards for purchases.

“This exciting new program will reward both our theatre guests and Scotiabank customers for doing something they love to do, which is going to the movies,” said Ellis Jacob, CEO of Cineplex Entertainment.

Cineplex Entertainment owns, leases, or has a joint-venture interest in 129 theatres with 1,296 screens and is the largest motion picture exhibitor in Canada.