Number of movie theater visits falls 'drastically' after reopening

Apollo Movie Theater.
Apollo Movie Theater. Source: Margus Muld/ERR

The chief executive of Apollo movie theaters said there has been a decline in customers since theaters reopened their doors on June 5 for the first time since the emergency situation. In total, 10,000 visits have been made during the last 10 days.

Apollo is the biggest movie theater chain in Estonia and has screens across the country. The chief executive of Apollo, Kadri Ärm, said the decreased number of visits is understandable considering the current conditions.

"This is definitely not comparable with the situation before the crisis when we could have 15,000 visitors on a single Saturday," she said and added the reason for the decrease in numbers is the restrictions that don't allow more than 1,000 people in a hall per seance. "Also, the long-awaited warm summer weather is here, which doesn't favor indoor activities."

She added that the highest number of visits appeared in the big movie theatre centers like Apollo Kino Mustamäe, Apollo Kino Ülemiste and Apollo Kino Lõunakeskus in Tartu.

Speaking about the situation after reopening she said: "The biggest change is the drastically decreased number of visits, but to leave that to one side, the customers are very thankful and friendly saying encouraging words regarding our activities with the hygiene requirements."

Ärm also explained even though many great movies have been postponed, they have two or three new movies premiering each week and not all of them are classic Hollywood blockbusters.

"We mainly filled the first week with movies which premiered just before the movie theaters closed and that have not been seen by many, for example, the local "Asjad, millest me ei räägi" ("Things we don't talk about"), the Disney family animation "Onward" and the action movie "Bloodshot," she said.

"Additionally we brought new movies to the audience like the animation "Bamse and the Thunderbell" or the documentary of Quentin Tarantino's life and movies "QT8: The First 8".

Ärm confirmed the most awaited blockbuster in Estonia this summer is Christopher Nolan's "Tenet", which was partly shot in Talllinn.

Movie theaters closed in mid-March when the emergency situation was introduced.


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Editor: Roberta Vaino

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