day, ladies and gentlemen, and welcome to today's Cineplex Inc. Fourth Quarter and Year End twenty seventeen Analyst Call. As a reminder, today's conference is being recorded. At this time, I'd like to turn the conference over to Ms. Pat Marshall, Vice President of Communications and Investor Relations.
Please go ahead, Ms. Marshall.
Good morning. Before beginning the call, we would like to remind you that certain statements being made are forward looking and subject to various risks and uncertainties. Such forward looking statements are based on management's beliefs and assumptions regarding the information currently available. Actual results could differ materially from those expressed in the forward looking statements. Factors that could cause results to vary include, among other things, adverse factors generally encountered in the film exhibition industry risks associated with national and world events discovery of undisclosed material liabilities and general economic conditions.
I'll now turn the call over to our President and CEO, Ellis Jacob.
Thank you, Pat. Good morning, and welcome to Cineplex Inc. Fourth quarter and year end twenty seventeen conference call. We are glad you could join us today. I will begin by providing a brief overview of our top line results as well as a summary of our key accomplishments during the fourth quarter.
I will also highlight some of the most anticipated films for the 2018. At the conclusion of my remarks, our Chief Financial Officer, Gord Nelson, will provide an overview of our financials. As always, once Gord has concluded his remarks, we will hold a question and answer period. We experienced a strong fourth quarter in 2017 with all business units generating increased revenue versus the same quarter in the prior year. We continue to pursue our diversification strategy and this focus helped drive adjusted EBITDA and EPS growth.
Total revenue increased 10.6% to 4 and $26,300,000 and adjusted EBITDA increased 19.1% to $79,600,000 All time quarterly records were achieved for foodservice and media revenue as well as box office for patron of $10.54 up 3% and concessions per patron of $6.29 up 9.4%. Looking at the full year, total revenue increased 5.2% to €1,600,000,000 despite an attendance decrease. The attendance decline was a result of a weaker than expected film slate, especially during the second and third quarters, which significantly underperformed versus expectations. This coupled with incremental costs related to the startup and integration of our new businesses resulted in adjusted EBITDA of $235,900,000 up close to 1% for the year. Gord will share the balance of our fourth quarter and full year results with you in a few moments.
Now I would like to highlight some of our accomplishments during the fourth quarter. Beginning with Film Entertainment and Content. The top five performing films for the quarter included The Last Jedi, Ragnarok, Justice League, Blade Runner 2,049 and Jumanji, all of which were available in premium moviegoing experiences for our guests to enjoy. The Last Jedi was the highest grossing film worldwide in 2017, generating $1,300,000,000 in box office revenue. And although it performed stronger than Rogue One in 2016, it did not meet the success of The Force Awakens, which generated $2,100,000,000 in 2015.
In November, we announced a three year sponsorship agreement that brings Sunday Night Football and Super Bowl Live to select Cineplex theaters across Canada. Regular season and playoff games were broadcast live to 15 Cineplex VIP cinemas throughout the year and then expanded to additional theaters across Canada for the Super Bowl. We were pleased with the results and look forward to enhancing the program further for 2018 and 2019. We also continued the rollout of our recliner seating program converting two additional theaters during the quarter and bringing our total completed locations to 13 with a total of 130 auditoriums. Looking at our online initiatives, during the quarter, we made a number of improvements to the Cineplex store, including a new user interface and experience across both the website and multiple connected televisions and device apps.
We continue to see strong growth quarter over quarter in all of our digital commerce initiatives. Looking at Media, our Media business reported record fourth quarter revenue due to a 17.2% increase in Cinema Media and a 15.5% increase in digital play space media. Growth in Cineplex Digital Media in the fourth quarter was driven by a large scale digital signage network deployment at more than 1,000 Citizens Bank branches across the American Northeast. The installation was part of their branch of the future and required us to move quickly and deploy all 1,000 branches in less than two months. It was a tremendous accomplishment that was completed by year's end, and I want to thank the team at CDM for their great work.
Subsequent to quarter end, we were also pleased to announce another agreement, this one with Arcos Dorados, the largest independent McDonald's franchisee in the world. CDM will deploy, maintain, operate and support a network of digital menu boards at locations in Argentina, Brazil and Uruguay with content being created in Portuguese and Spanish. This announcement illustrates CDM's ability to support top tier brands with multiple languages anywhere in the world. Since its inception, Cineplex Digital Media has been a strategic business for the company as it helps us to execute against our diversified business plan. Looking at amusement and leisure.
During the quarter, we opened The Rec Room in Calgary at Deerwood City, bringing our total Rec Room locations to four. Our results during the fourth quarter were very strong. We continue to fine tune the operations to increase efficiencies and achieve higher margins, and we were pleased with a 20% store level margin in the fourth quarter. The plan remains to open 10 to 15 locations over the next few years, and we look forward to opening new locations at The Rec Room at Masonville Place in London in the second quarter and at Square 1 in Mississauga within the next twelve months. In October, we announced plans to launch a reinvented Palladium brand concept.
The smaller sized box will target teens and families versus The Rec Room's millennial target market and will roll out in mid sized communities across Canada over the next few years. The first location is on track to open in Whitby, Ontario in 2019. Player One Amusement Group also had a strong fourth quarter as we continue to integrate and gain efficiencies from our recent acquisitions. World Gaming hosted a number of video gaming tournaments online and in theater during the quarter. In December, registration opened for their third annual Call of Duty tournament, which is shaping up to be their largest Call of Duty tournament and could potentially be the largest overall World Gaming Tournament event ever hosted.
The live national finals will take place at the Scotiabank Theatre Toronto in early March. Also during the quarter, Collegiate Star League representing over 1,000 campuses across North America hosted a number of collegiate events and tournaments, including Super Smash Bros, which is a series of crossover fighting games, featuring characters from the Nintendo Super Mario franchises. Membership in Canada's top entertainment loyalty program continued to grow as we added 200,000 members during the quarter, bringing our total to 8,900,000 members as of December 3137. We now have over ten years of data from our SCENE members, which is tremendously valuable and helps us to better communicate with our members and target messaging to drive behaviors. We know from experience that the real value of a program is derived from the data, which enables us to analyze trends and predict behavior.
Our SCENE members are represented in approximately 45% of Canadian households with almost 25% of the population being a member. In October, we held our seventh annual Cineplex Community Day, raising $325,000 for our national charity partner, WE. Every year, thousands of our employees generously donate their time for a morning of free family friendly films, discounted food and beverage and have a lot of fun supporting the communities where we operate. Cineplex has been a proud partner of WE since 2014. Over the years, our support has helped raise a significant amount of money that goes towards WE programs that inspire Canadian youth across the country to discover their passions, develop their leadership skills and become positive change makers in their communities.
Now let's take a look at the film slate. Overall, I am encouraged by the film schedule this year, especially in the second and third quarters. Opening last weekend was a highly anticipated Marvel film Black Panther, which generated $242,000,000 in North American box office revenue in just four days. It was the highest grossing February film opening in history and Cineplex's biggest opening in the first quarter ever. This past weekend was also our fourth largest opening weekend of all time.
Also during the quarter, we hit another milestone with the film Padmavar, which became our largest grossing Bollywood film of all time. These movies speak to the power of the theatrical moviegoing experience, which is unparalleled compared to any other medium. As I have said before, when the movies are good, guests want to see them in the theater so they can enjoy the exceptional entertainment experience that our theaters provide and enjoy the social aspects of a night out that cannot be replicated at home. It is the perfect escape. Looking ahead, on March 2, we have the mystery thriller Red Sparrow starring Jennifer Lawrence and on March 9, A Wrinkle in Time Comes to theaters, a film based on the bestselling children's book starring Oprah Winfrey and Reese Witherspoon.
Next is the highly anticipated Spielberg directed film about a virtual reality world where the program creator has hidden an Easter egg that unlocks his entire life's fortune to one lucky player, Ready Player One opens March 30. Moving to the second quarter, we look forward to Marvel's Avengers, Infinity War, Deadpool two starring Ryan Reynolds and the Star Wars standalone, A Star Wars Story, all opening in May. And the month of June doesn't appear to slow down with films like Oceans eight, a spin off from the Oceans 11 franchise with an all star female cast. Pixar's The Incredibles two and Fallen Kingdom, all opening in the month. Looking to the second half of twenty eighteen, I'm equally encouraged by the strong slate of films set to hit theaters.
In conclusion, I am very confident in the company we are building for the future. This is not just about looking at quarterly results, it is about focusing on delivering long term value for our shareholders. We have a seasoned management team in place and a strong strategic plan that we will continue to execute. Our plan was created to diversify the company by identifying new related businesses, making us less reliant on the ups and downs of the box office. As you saw with our fourth quarter results, we are now able to demonstrate the success of these start up businesses, in particular, The Rec Room.
In the months and years ahead, we will continue to be strategic, invest widely and focus on growing the business for the future. We have great assets with tremendous potential in our exhibition and content businesses, media and amusement and leisure businesses. We also have one of Canada's top loyalty programs with SCENE and it's close to 9,000,000 members. I am encouraged by what's to come as we position Cineplex for continued success. With that, I'll turn the call over to Gord.
Thanks, Ellis. I'm pleased to present the fourth quarter financial results for Cineplex Inc. For your further reference, our financial statements and MD and A have been filed on SEDAR this morning and are also available on our Investor Relations website at cineplex.com. For the fourth quarter, total revenue increased by 10.6% to 426,300,000.0 and adjusted EBITDA increased by 19.1% to CAD 79,600,000.0. Despite a 2.1% decline in theatre attendance from a weaker phone slate, we reported record theatre foodservice and immediate revenues.
These increases, combined with a $15,600,000 growth in amusement revenue, which was primarily a result of the acquisitions in the P1AG business and strong results reported by The Rec Room resulted in the EBITDA increase. Cineplex's fourth quarter box office revenue increased 0.9% to $185,000,000 compared to $183,400,000 in the prior year. This was a result of a BPP increase of 3%, which established an all time quarterly record of $10.54 up from $10.23 in 2016. The increase in BPP is primarily due in part to price increases in selective markets as compared to 2016. Foodservice revenue increased 13.2% to $119,500,000 Included in foodservice revenue is $9,200,000 from The Rec Room.
Excluding revenue from The Rec Room, theatre foodservice revenue increased by seven point zero percent from the prior year due to the 9.4% increase in concession revenue per patron to an all time quarterly record of $6.29 partially offset by the decrease in attendance. The CPP growth was primarily a result of increased visitation, increased basket size and expanded food offerings, including those available at Cineplex's VIP cinemas and outtake locations. Total media revenue increased $8,800,000 or 16.7% to $61,500,000 for the quarter. Cinema media revenue, which is primarily theater based, increased 17.2 due to higher cinema advertising. Digital place based media revenue increased 15.5% due to higher project installation revenue compared to the prior year, primarily due to the installation of an advanced digital signage network in Citizens Bank branches during the quarter.
As a result, we increased our location count by 9.2% or ten seventy nine new locations to a total of 12,926 locations. Amusement revenue increased $15,600,000 or 46.1% due primarily to two acquisitions in The United States made during the 2016 and the acquisition on 04/01/2017 of D and A Amusements International Inc. In addition, amusement revenue includes $6,800,000 of amusement gaming and other revenue earned at The Rec Room. With respect to The Rec Room, we were pleased with the results for the quarter, reporting total revenue of $16,900,000 and store level cash flow of $3,400,000 representing a store level margin of 20% with only one of the locations reaching its first full year of operations.
Turning briefly
to our key expense line items. Film cost for the quarter came in at 53.4% of box office revenues compared to 52.4% reported in the prior year. The increase in the film cost percentage was primarily a result of the concentration of box office results from a few titles during the period. Cost of food service for Q4 twenty seventeen, excluding the $2,600,000 incurred at The Rec Room was 22% as compared to 23.2% in the prior year. Cost of food service at The Rec Room was 28.4%, which is in line with our expectations.
Other costs of $220,900,000 increased $22,900,000 or 11.5%. Other costs include theater occupancy expenses, other operating expenses and general and administrative expenses. Theater occupancy expenses were $50,100,000 for the quarter versus a prior year actual of $49,600,000 primarily due to higher rent expenses compared to the prior period. Other operating expenses were $155,100,000 for the quarter versus a prior year actual of $134,700,000 an increase of $20,400,000 Major reasons for the increase include an increase of $9,600,000 in amusement solutions expenses, primarily due to the two acquisitions completed during the 2016 and one in the 2000 sorry, the 2017 an increase of $2,500,000 in media costs due to the increase in business volumes an increase of 7.9 in unit level operating costs related to the additional Rec Room locations and an increase of $800,000 in costs related to new businesses, including preopening costs for The Rec Room and integration costs incurred by P1AG. These increases were offset by decreases in other costs, including $800,000 decrease in payroll due to technology enhancements and enhanced labor scheduling.
G and A expenses were $15,700,000 for the quarter, which is $1,900,000 higher than the prior year period due to higher head office payroll expenses. Net CapEx for the fourth quarter was $46,200,000 as compared to $26,600,000 in the prior year. For the full year, net CapEx amounted to approximately $167,000,000 which was over our original $150,000,000 target previously communicated, primarily due to some opportunistic spending in the amusement and leisure segment, including accelerated timing of new site construction and new customer acquisition in the P1AG space. We continue to estimate that our net CapEx for 2018 will be approximately $125,000,000 and for 2018 and $150,000,000 for 2019, reflecting in part our first anticipated Topgolf location in 2019. As Ellis mentioned earlier, we have steadfastly focused on creating a diversified entertainment and media company for the future.
Our short term results may be impacted by nonrecurring start up or integration costs as they have been in 2017. The benefits of these investments will be borne in future periods as these emerging businesses grow, similarly to the way we are seeing The Rec Room margins improve as we gain operating history. We are prepared to diligently take these short term expenses in anticipation of creating future value. We are also prudently prepared to use both our operating cash flow and our credit facilities to invest in these new businesses. It is generally acceptable and efficient to use leverage from a value creation perspective to buy an existing business.
We like to think that we are judicially using leverage to build a business one unit at a time. We are prepared to enter periods of negative cash flow with the proviso that we are balancing investment opportunities with prudent leverage amounts. While theatre exhibition results for the year were not as strong as expected as we rounded out the year, we are encouraged by positive results from other areas of the business and our ongoing and continuing focus on cost management. We continue to remain comfortable with where Cineplex Inc. Is positioned today.
We look forward to benefiting from future strong film products. We are in the early execution phase of a number of diversification initiatives, and our balance allows us to continue to invest in these growth initiatives to deliver future value for our shareholders. That concludes our remarks for this morning. And we'd now like to turn the call over to the conference operator
And first from Canaccord Genuity, we will hear from Aravinda Galappatige.
Good morning. Thanks for taking my questions. Congrats on the quarter. I wanted to start with the digital signage business. Obviously, you're starting to sort of gain traction on the international side with the U.
S. Bank and the deal in LatAm. Can you perhaps, Ellis, talk a little bit more broadly about as your sales team sort of expands and looks for opportunities outside of Canada, a little bit more about the landscape internationally and the size of the opportunity that you see?
Aravinda, as we've mentioned, the focus of the business in the past number of years was really on North America. So we've been building a presence, open offices in The U. S. And Thurston's Bank, as an example, was one of the fruits of that labor. We will grow globally with our customers.
And I think the Arcos Dorados agreement is just an example of growing globally with one of our existing customers. So the initial focus is really on North America, but we will grow globally with our customers.
Is there any comment you can make about sort of very large franchises you're just kind of having discussions with? I mean is there a good sort of feedback from some of the large franchises you're talking to at all?
I would say, as we said before, is that we've been if you look at our business model, we've had great success in the
QSR space,
say that we're continuing to work with some large brands and pilot some concepts with them, and we're optimistic that we'll have some positive news in the short term.
Okay. And just looking to CapEx, Gord, obviously, the 150,000,000 number that you talked about in 2019, is does that assume in addition to a single location of Topgolf, does that assume a sort of an increase in the rec room installation count as well? Or are there other components that's driving that? And then connected to that, with respect to 2018, is there more spend relating to the recliner program in 2018?
Yes. So Erwin, on the first half of your question is yes. We have as we're rolling out The Rec Room and the Palladium concept across Canada, you'll see an accelerated growth program really commencing in 2019 and into the future. I'd expect and in the numbers that I provided to you this morning for the 150,000,000 for 2019, that would include approximately five LBE concepts, so between Rec Room and Palladium, and as I mentioned, one, the initial Topgolf site. So as we look at the allocation of capital between exhibition and amusement and leisure, you see that focus going more towards amusement and leisure.
Now with that said, there is a capital pool available for exhibition, which could include additional VIP sites and additional recliner so you expect that we see continued and ongoing opportunities for that.
Okay. Thanks. And sorry, just on the 2018, you said there is additional recliner additional allocation for recliner, right?
Yes. In the exhibition space, I mean, we have a number of opportunities for various initiatives, including recliners, including VR pilots that are included in that $125,000,000 number.
Okay, great. And last question with respect to Cinema Media, a good number obviously in Q4. Can you just talk to some of the traction you're getting as you look to sort of lock in some of these longer term contracts? I know you talked about success with a couple of key brands, but as that conversation continues and you look to kind of see more stable media revenues, I was wondering is there any feedback that you can share? Thanks.
Yes. We are pretty comfortable, Arvinda, with our Media Cinema business. And as you know, we have agreements with our Scotiabank partner and also with Coca Cola, plus we continue to get longer term deals with some of the others that we are working with closely and also spreading out the customer base, which is important to us going forward.
Great. Thank you. I'll pass the line.
Our next question comes from Kenric Ty with Raymond James.
Thank you. Good morning. Ellis, I wonder if we could perhaps quickly touch on the elephant in the theater. There's a perceived risk that the release windows are poised to fall off a cliff here versus just an acceleration of what is a very long running trend. Could you perhaps speak to, with respect to the broader exhibition group and then perhaps specifically Cineplex in Canada, what some of the barriers are or how we should be thinking about the risks around that release window given all of the streaming and related concerns that have weighed on the entire group over the last period?
Look, what's important at the end of the day is we are in partnership with the studios and our relationship with them is very strong. And as I've said repeatedly, neither party wants to trade dimes for nickels. And we, as the exhibitor, are still the engine that drives the train. And you look at this past weekend with Black Panther and the numbers coming out of that movie, that's all driving the future value of these assets. And I don't think you're going to see a big shift in the actual change in the window itself.
So I don't think your statement about windows falling off a cliff is going to happen. Now we've talked about the possibility of doing something in the premium video on demand. But as you read and I read an article in The Wall Street Journal where companies like Fox are basically waiting in the sidelines now. So we at Cineplex are well positioned for that, but I don't see it happening in as much of a hurry as we once thought was going to occur.
Great. Thank you for that, Alison. If I could just switch gears to the Media business quickly or rather the ad spend. How much of the ad spend in quarter was just sort of pure Star Wars Halo? And how much of it was you all been able to help advertisers better target their ad spend because of all of your seen loyalty sort of insights analytics?
I mean is this just halo impact? Or is this halo plus being able to help advertisers be smarter about their spend?
Well, it was a very strong Q4, and we always end up with a challenge in Q4 with the last four to five weeks of the year is to how many minutes of advertising will we have on the screen. So it's really driven by the benefits of the holiday season, by the product, all of those contribute to the overall revenue on the Cinema side of the business.
Great. I'll leave it there. Thanks very
much. Thanks.
Moving on, we have Jeff Fan with Scotiabank.
Thanks. Good morning. First question is on the CPP, really strong in the quarter, accelerated from the last few quarters. Wondering if you can help us think about the impact of the licensing and the liquor impact perhaps in the quarter. And also through 2018, maybe help us think about the number of theaters that you expect to expand licensing to help us think about the potential for this revenue line?
Sure. So Jeff, during the actually, throughout 2017, particularly in the last quarter, there's limited impact. Obviously, there's positive impact, but in the whole scheme of the overall concession revenue, I would say it's a limited impact. As we've kind of mentioned to investors from time to time is we need to smart serve or train the team before we can deploy alcohol in the theater. So that's an in process.
So that's been occurring throughout the quarter and will continue to occur throughout 2018. We expect to have approximately 30 additional locations added and licensed in 2018. And so given the success that you've seen in CPP in the fourth quarter, which, as I mentioned, only include the small contribution from the additional licensed locations, as we look forward to 2018, we're very comfortable that when we look at the historic growth rates that we've been able to drive in CTP is that we're very optimistic that we'll be at the upper end of those growth rates.
What do you think it's happening in terms of consumer spending pattern? Because the 9% increase is quite higher than what we've seen in a while, if ever. So wondering what do you think is happening with consumer spending?
Yes. So I mean, look, one thing you do get is when you have strong certain titles that are very strong, people are arriving earlier and they're making an event and they want to spend and they want to really enjoy the overall experience. And food and beverages, particularly popcorn, is part of that experience. But when we look at the fourth quarter, I would kind of characterize the growth that we saw and I would bucket into kind three equal elements. One is in terms of visitation.
So the number of our guests that are actually coming and spending at the concession stand. And when I look at the overall CPP growth, approximately onethree of that growth came from increases in net visitation percentage statistic. Another onethree came from average transaction sizes, which includes additional product offerings, of which the licensed items would be a component of that. But as we've mentioned, we're always looking to find that those products that consumers are looking to buy when they're experiencing a movie. So onethree of it came from increased basket size.
And the final third came from some fine tuning of the SCENE program and the discounts versus points offering that we were making at the related to concession purchases.
Great. Maybe a good segue into my next question, probably for Ellis. In terms of you highlighted the vast amount of data that SCENE has collected over the last ten years with this significant number of Canadian households in that population. What are your thoughts in terms of your ability to monetize? We've heard Gord talk a little bit about how that helps your concession.
But beyond that, do you see a lot of opportunities in terms of monetizing that either within your own business, leveraging some of the technologies that are out there or even externally in terms of because of the vast amount of data that you have?
Yes. We are very, very happy with the data, and we've got a whole data analytics team. And from the perspective of Cineplex, we continue to use this data to better drive our returns and all the way from movie performance to shift scheduling at the theaters to many different analytics that we are basically using. So it's all about artificial intelligence and using the data in a smart way. In addition to that, I would just return from meetings with the studios about using us for, you know, what would be way beneficial instead of, you know, carpet bombing to market a movie, you can basically target market using our scene data.
So there's a lot that we've done. We recently launched a new marketing automation platform and also a way that we can drive behavior because we know pretty much all of what you're doing when you come to the theater from what movie you see to what concession items you consume. So it's very, very valuable from an overall perspective. And we'll be looking into the future as to what we can do to continue to monetize it beyond just our theatrical business.
Okay. Thanks, Howard.
Next from TD Securities, we have Derek Lessard.
Yes. Thanks and good morning, guys. Congratulations. I was just wondering maybe if you could add some insight into the 2% decline in attendance in Q4. And maybe more specifically, how much of an impact is pricing and maybe the recliner installs having on that?
Derek, it's Ellis. And part of the reason for the decline has to do with our market share by areas. And one of the areas where in Quebec, we have our lowest percentage market share compared to the rest of the country. And you had a movie called Jeunier Majeure and Trepadroix, which did Jeunier did really well in the province of Quebec. It was a French movie.
Another big reason was Blade Runner 2,049, a Denis Villeneu movie, did extremely well in Quebec compared to the other provinces, you know, driven by his reputation and his name. So that was part of the reason for the the you know, when you look at the comparators. And secondly, also, there are a couple of theaters that were in the middle of the recliner program, so they weren't in full operation. So that would be kind of the reasons that I see for the difference between us and the rest of the country.
Okay. I mean, it's been a couple of quarters, I guess, that you've mentioned that you're sort of under indexed in Quebec. Do you guys have any plans on on building out more in in in the province?
The challenge for us is these movies come in waves. And when I look at 02/2018, we've got a movie called La Bolduc, which is opening in April, and then a couple of other movies, 1991, La Triomphe de la Jean, and La Coups de Touc. So there are movies, but I don't think 2018 is going to match 02/2017. But it's hard to tell because you always get surprised when these films come out.
Okay. Fair enough. And maybe I was just wondering if you could talk about how you guys are thinking about the dividend. I mean you've been paying out a little more than your on standard free cash flow for a while. Just wondering how you're thinking about the dividend at this point.
Look, we've been a strong proponent of making sure our shareholders receive the dividend, and we've done it since inception in 2003 when we went public. And we are one of the few public companies that pay monthly dividends and our focus is to continue to look at what the best and optimal dividend policy is.
Okay. And maybe just one last one for me. Just looking out to 2018, just what are you guys expecting from your esports initiative? And more specifically, are the industry players getting any closer to figuring out the potential revenue model?
Derek, yes. I mean I think the potential revenue model has been identified for a number of years, and it's primarily an advertising and sponsorship based model. All the projections for the past number of years haven't changed that much in that roughly 70% of the revenue streams will come from advertising and sponsorship and the remainder from ticket sales and merchandise sales and food and beverage at live events. So the business model hasn't really changed. What's what has evolved, I would say, over time is that, you know, the publishers with their IT, are looking to extract value and play in the professional space.
So, you know, you may have heard of Activision as an example with their new title Overwatch, you know, creating an Overwatch league of which there were, you know, there were routine fees to enter that league and a very structured program, whereas historically, there has been less structure to these global type professional programs. Our focus has always been kind of on the path to the pro, so inspiring the inspiring the aspiring gamer and creating kind of feeder leagues and path to the pro tournaments, whether it's the college league and the big presence we have in the college in The US or our Canadian championship series. So the revenue model hasn't really changed that much. I'd say there has been some change at the pro level in terms of the entire ecosystem. And then as we look at driving revenue, I would say there's still advertisers need to have a media budget dedicated to esports.
It's an emerging space. Many brands don't have budgets allocated to esports, are considering how they want to play in the space. And so budgets, we should see open up in the near future, and then that will benefit everyone in the ecosystem.
Thanks for that, Gord. That's all for me.
Next up, we have Adam Shine from MB Financial.
Thanks a lot. Good morning. Maybe we can just talk a little bit about the new line item included in The Rec Room, which was really helpful in terms of getting the margin at 20%. Gord, if you can just elaborate on sort of how it came about, why we might not have seen it in prior quarters and also why no cost necessarily seem to be attached to it unless I'm just misreading that last part? Thanks.
Yes. So primarily, as we get up to scale and the number of Rec Room locations, it's given us an opportunity to take advantage of that scale and use The Rec Room venues as sources of other revenue and caption it as media and other. And so primarily, it includes some related sponsorship and some early day media components of brands looking to get presence within The Rec Room. So as we scale up, we see other opportunities to kind of enhance and grow that revenue stream. But really until we got up to some level of mass, we didn't have the opportunity.
Obviously, having fourth quarter with the number of locations up and running and being a period where people expected high visitation, large number of locations that became an opportunity for us. So we'll continue look to take advantage of opportunities in non food and beverage and non amusement revenue streams in The Rec Room as we go forward.
Okay. And the costs or lack thereof? Or were they As I described
kind of the elements,
which is kind of presence and brand presence to a certain extent amongst other things, there's very limited costs really against that.
Okay. And maybe if we can turn back to Cineplex Digital Media. Obviously a big win in Latin America announced earlier in January. A couple of questions. I thought there might have been some initial work already being done on that mandate in the Q4 that might have otherwise boosted the results in the period?
And then ultimately acknowledging that there were some timing issues during the course of 2017, particularly in the Q2 and Q3 where results for the segment were negative. Can you just speak to the confidence, I guess, in getting back up to the usual, I don't know, 25%, 35% top line growth range for that unit?
Yes. So Adam, I would say that we have been obviously, we pilot with our potential customers. Sometimes that can take a long period of time. It can sometimes take in excess of a year, And sometimes, it can be shorter periods.
Now there's typically some payments to us related to the pilots,
but there's also significant investment from our perspective. So I would say we're typically neutral or potentially even negative EBITDA impact when we're looking and piloting with new customers, and that's what we're prepared to invest in these potential future opportunities. As you mentioned, we talked about a financial customer rollout. And when you look at our the verticals that we operate in, when we're working with QSR clients, we tend to be more subject to the franchisee relationships. So we have longer term, lumpier rollout schedules, retail and financial typically quicker.
As Ellis mentioned, the one that we just did was often quicker than normal. But I think it's the one good
thing is it's indicative of us
that we can roll out quickly on large scale deployments that's required. So I think you're going to continue to see some ongoing kind of lumpiness as we go through. But obviously, our growth rate is going be higher this year as we look forward.
Next from RBC Capital Markets, have Drew McReynolds.
A couple of follow ups for me. Maybe first for you, Gord, and it's just a kind of follow-up on the previous question. When you look at a film like Black Panther that outperforms with a relatively kind of short lead time, just wondering the dynamics for Cineplex Media to monetize that versus everyone going into Q4 and the Christmas season knowing that a Star Wars film is being played and obviously spend gets allocated well in advance. Can you just talk to that dynamic?
Looking at that, Drew, at the end of the day, it all has to do with the upbeat potential of particular movies and the desire of the advertisers to be in those particular quarters. Now historically, we've always had people always spending more money in the fourth quarter and not spending the same money in the second or third quarter when the film slate is sometimes even stronger. But it's driven by twofold. One is the movies that are there and also the audiences and what the advertisers are trying to drive, and that's usually heavily weighted towards the Christmas period. But believe me, we are working hard with our clients to make sure they are aware of the quality of the product that's there and the benefits they can see.
And with the automation that we've created, with the data we have, we have been able to give them much, much better feedback.
Okay. That's great. And just on Topgolf, with respect to the road map, clearly in the 2019 guidance, I think you alluded to kind of one location. Just can you give us an update to the extent you can on what that longer term road map looks like at this point?
Yes. I would expect as I said, the first one we walked to open in 2019, I'd expect that you'll probably see one a year in terms of rollout.
Okay. And in terms of kind of total numbers still roughly one half that of The Rec Room?
Yes.
Okay. And Gord, just rule of thumb, kind of roughly your per location CapEx, is that kind of double that of The Rec Room, I seem to recall?
Yes. Yes, that's correct.
Okay. And just one last question on my end. More of a cost efficiency question. When I look at Cineplex with all the different growth initiatives underway against the backdrop over the last decade of some pretty good box office tailwind, Should you go down a kind of lower growth box office environment, just can you speak to some of the cost efficiencies or operating efficiencies that you think are still there to be realized? Thank you.
Sure. I mean, obviously, you knew and you're specifically speaking about the exhibition side of the business.
And when you look at
the components, our two larger two of our largest costs, film costs and concession costs are totally variable based on sales level. When we look at payroll, which would be our outside of the contractual commitments of our rent expense, but payroll is the next largest controllable cost. We do look to and I think you've seen some of the impacts in the fourth quarter is we've been able to take significant numbers of hours out of the system to date using technology to enhance from a customer service initiative, using mobile technology to better service our customers. So as we look forward, a number of enhancements, we look to use data to drive better forecasting, to drive better labor scheduling,
and we see that as
a huge opportunity for us. Obviously, to look at our pool of talent that exists out there to improve kind of cost management and cost controls on the system. But there's always focus. And as we build The Rec Room business, we're also getting scale across when you look at the infrastructure and scale across a number of businesses that can potentially give us some cost synergies also.
Thank you.
Next question comes from Rob Goff with Echelon Wealth Partners.
Thank you very much and good morning. My first question would be on the recliners. Recognizing that it's still early days, but could you address some of the lift that you have seen within theaters where you have the recliners and what sort of payback expectations you might have or how they may have changed?
Yes. We are seeing a great lift with the recliners and because given our position in the marketplace, we have to make sure we've got the capacity as you lose a lot of seats moving forward when you move from the regular seats to the recliners. And all of the new theaters we are opening are going to be fully equipped with those recliners and with enhanced VIP.
And in terms of your pacing going forward, the number of theaters we might look to see added every year or auditoriums alternatively?
We are going to evaluate them as we move forward and see where things fall out because it depends on the actual marketplace, the theaters and what would make the best payback for us for the capital that we have ahead.
Okay. Thank you. And this question may be a little bit Ontario centric, but you had addressed technology savings on labor. Do you feel that the technology savings are sufficient to offset any cost push that you may see by virtue of increasing minimum wages?
Yes. We continue to look at ways to deal with the change. And the hard part is the continued, you know, increase, which was surprising, is the fact that if we had a few years to do it, it would have been better, but we were hit with a 21% increase in a very short period of time. But we feel we've got programs in place to deal with the additional costs by using technology and other ways to offset that increase. But it is work for us moving forward.
Thank you very much.
Next we'll move to Derek Lessard with TD Securities.
Yes. Sorry, Ellis, I just wanted to
come back to your dividend comment. And I don't know if I'm quoting you properly, but you said there was a focus on updating a new dividend policy. Just wondering, can you help me understand what you meant by that?
No, no. I misinterpreted what I said. I said we continue to review our dividend on an annual basis with the Board. There's no change in the policy as far as what you had heard.
Okay. So you weren't implying a cut?
We are not deploying a cut, and we are not saying that on this call. And I don't think you should make conclusions based on a decision that we have on an annual basis that we go to our Board with.
Okay. Thank you.
Ladies and gentlemen, that does conclude today's question and answer session. I'd like to turn the floor back to Ellis Jacob for any additional or closing remarks.
Thank you for joining us this morning. We look forward to speaking with you on May 2 for our Q1 conference call, and we'll see you at our Annual General Meeting on May 25. Mark that in your calendars. Thanks very much.
Ladies and gentlemen, that does conclude today's call. We thank you for joining us. You may now disconnect.