06:12 AM EDT, 09/24/2024 (MT Newswires) -- Cineplex ( CPXGF ) overnight Monday said it will appeal the Competition Tribunal's $39 million fine for "drip pricing" when it added a mandatory $1.50 online booking fee.

The competition regulator alleged in May 2023 that Cineplex ( CPXGF ) misled consumers as tickets were advertised at a lower price than what many consumers had to pay at checkout. According to a Competition Bureau statement, the penalty is equivalent to the amount Cineplex ( CPXGF ) collected from consumers from the introduction of the online booking fee in June 2022 until December 2023.

"We believe our guests make informed purchase decisions and remain confident our online booking fee is presented in a way that fully complies with the spirit and letter of the law," Cineplex ( CPXGF ) said.