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Investing.com -- Cineplex Inc. shares surged 7% on the Toronto Stock Exchange Monday after activist investor Windward Management LP issued a public letter urging Canada’s dominant theater chain to unlock shareholder value through aggressive buybacks and asset divestitures. The letter, addressed to Cineplex’s board and management, called the company “uniquely positioned” in the Canadian entertainment landscape but “trading at a significant discount to peers,” citing a potential 200% upside if management executes a targeted capital allocation strategy.
Windward, which owns approximately 7% of Cineplex, released a detailed 30-page presentation titled “Lights, Camera, Action,” identifying monetizable non-core assets such as the company’s 33% stake in the Scene+ loyalty program and Digital Media division. “We urge the Board and management to act swiftly and accordingly,” wrote Marc Chalfin, Windward’s founder and chief investment officer. The firm outlined possible divestiture proceeds exceeding C$220 million, equivalent to about 33% of Cineplex’s current market capitalization.
In a statement made to Investing.com, Cineplex CEO Ellis Jacob responded: "We welcome input from all our shareholders and agree the exhibition industry is at an inflection point and we are optimistic about Cineplex’s future. We are managing our capital prudently, as we have navigated five challenging years, while acting in the best interest of all stakeholders to maximize long-term value." The longtime company head continued, "We have a clearly articulated capital allocation strategy which includes maintaining a strong balance sheet with leverage within a stated target range and opportunistically repurchasing shares through our recently renewed NCIB," addng, "As we have always said, we will continue to review any accretive opportunities to divest non-core assets. We remain focused on executing our strategy and maximizing long-term value, while maintaining an open dialogue with all stakeholders."
Highlighting Cineplex’s current valuation, Windward asserted that the firm trades at an “18% unlevered free cash flow yield”—a stark contrast to its U.S. peer Cinemark’s 8%, despite Cineplex holding a 73% domestic market share. The activist investor believes Cineplex could repurchase 55% of its shares over the next six quarters using internally generated free cash flow and strategic use of leverage, while still reducing net debt to the lower end of its target range. Windward also underscored Cineplex’s ability to reintroduce dividends as early as Q1 2026.
Windward’s bullish forecast assumes that North American box office momentum continues to recover, propelled by a strengthening film slate in 2025 and 2026, including marquee franchises like Avengers, Lord of the Rings, and Frozen. In its note, Windward stated, “April to July 2025 was the first time Cineplex delivered >$50mm in monthly box office revenues for four straight months since 2019,” pointing to what the firm considers a structural inflection point for the industry. The investor estimates Cineplex’s 2026 EBITDAaL at over C$260 million, more than 20% above current Street forecasts.
In support of its outlook, Windward cited signs of renewed confidence from major content providers in traditional theatrical distribution. Mike Hopkins, Amazon MGM’s chief, was quoted saying, “We are working to deliver 15 big, bold, cinematic, global films annually into theaters by 2027… this really speaks to our belief in the future of the theatrical film business.” Similarly, Skydance’s David Ellison declared the “debate was over” about streaming-only releases matching the impact of theatrical films.
Cineplex has already taken steps to streamline its portfolio, including a C$155 million sale of its amusement business in 2024 and a partial stake monetization of Scene+ during the pandemic. Still, Windward expressed frustration with management’s pace, noting that despite a renewed Normal Course Issuer Bid (NCIB) program, share repurchases have remained de minimis. The letter emphasized that “it’s imperative that management get ahead of the release schedule and buy back stock at highly compelling levels, imminently.”
With management estimating EBITDAaL could reach C$250 million by 2026, Windward sees a “highly evident path” to a stock valuation of C$30 per share, nearly triple today’s price. Cineplex previously agreed to a buyout by Cineworld at C$34 per share in 2019, a deal that collapsed due to the pandemic. Given CEO Ellis Jacob’s planned retirement at the end of 2026 and his C$12 million change-of-control clause, Windward believes a strategic sale of the company remains a discrete and viable outcome.