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TORONTO — Movie exhibitor Cineplex Inc. said Wednesday it will soon launch a test program in Toronto that allows moviegoers to pay a premium price for the best seats in the house.

That is, the two rows in the centre of a theatre that are considered the sweet spot for cinephiles.

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Chief executive Ellis Jacob also said the company wants to grow its arcade business.

Jacob told shareholders at the company’s annual meeting that gaming “presents a real opportunity” as it looks to grow beyond just movie theatres.

Jacob says Cineplex plans to continue testing the concept with several arcades, called Xscape, located inside its theatres.

The gaming centres feature popular racing games and billiards, and let winners exchange their points for prizes. By the end of the year Cineplex aims to have 16 locations across the country.

Jacob says if the concept proves successful, Cineplex will consider expanding outside movie theatres with either standalone arcades or a sports bar concept.

Recent reports have suggested that Cineplex has partnered with private equity firm Onex Corp. to make an offer for U.S. restaurant and arcade chain Dave and Buster’s.