Cineplex, Canada’s Largest Movie Theatre Chain, Wanted To Increase Attendance At Their New Fully Licensed Vip Cinemas On Wednesday Nights (Traditionally The Slowest Night At Movie Theatres). They Launched A Wednesday Night Deal: Dinner And Movie For Two For $50. In North America, Wednesdays Are Known As 'Hump Day', As People Get Over The 'Hump' In The Middle Of The Week. So We Encouraged Our Target To Turn Their Hump Days Into Humpdates.