Apollo cinemas to use monthly ticket package in future

Apollo Cinema Source: Press material

Apollo Cinema announced in the future they will offer the possibility to conclude a contract for a monthly ticket package, where you can visit the cinema for €9.99, €12.99, or €19.99 per month. Although other Estonian cinemas have considered reforming their ticket systems, competitors do not plan to create a similar model.

Marketing manager of Kino Sõprus Dagmar Reinolt confirmed they have even discussed the creation of a monthly ticket model but have not found a good solution. "It's more complicated with a one-screen cinema," she said. 

At the same time, she added they have also had the opportunity to buy a seat in the cinema for a year, for example. "A similar model is used by many indie cinemas in the world, where it is possible to buy a seat for a certain period of time, thanks to which a person receives invitations to premieres and special cinema events," explained Reinolt, mentioning at the moment they have not found a precise solution. 

Kristjan Kongo, CEO of Forum Cinemas Baltic, confirmed the Odeon cinema group, to which they also belong, has tried a monthly cinema package both in the United Kingdom and in Southern Europe, but it has not proved to be very successful. "That's why we haven't thought of such a solution in the Baltics yet, but we have similar thoughts, but we have been waiting for the moment when the local market is ready for it, maybe now it is happening." 

Kongo emphasized although they have some ideas on how to develop their ticketing system, the current loyalty program is also working very well. "We already offer our customers good enough discounts in the loyalty program, I don't think the price difference compared to a monthly package, for example, would be very big," he said, adding that after the cinemas open, they will continue with Kreisi Teisipäev (Crazy Tuesday), where all cinema tickets are offered at a discount. 

Kino Artis' marketing manager Monica Raud told ERR they have been looking for ways to make changes to their ticket system, but they have not considered a monthly fee model. "It's an interesting idea for Apollo and we're watching it with great interest," she said. 

Tatiana Tolstaja, CEO of Cinamon cinema, confirmed that a year ago they introduced special ticket packages to the market as the first Estonian cinema chain. "For example, in our 10-visit voucher, the price of one ticket will be €5.6, but considering Apollo's recent offer, a person should go to the cinema 21 times a year to make it even cheaper," she said and brought that from their point of view the ticket package offer affects only 1 percent of people who visit their cinemas. 


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Editor: Katriin Eikin Sein

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