Cinema chains: We have visitors but not enough movies

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

Representatives for Forum Cinemas and Apollo Kino said that there is interest among cinema goers to watch movies at cinemas but a lack of new movies coming in keeps visitor numbers low.

Katre Kärner, marketing manager for Forum Cinemas and CEO of Apollo Kino Baltics Kadri Ärm both say that attendance numbers at their cinemas have been better than expected but they are still greatly lower than attendance seen last year.

Kärner said Forum Cinemas attendance numbers are down 50 percent compared to last year and Ärm added that attendance in Apollo Kino cinemas is down 80 percent compared to 2019.

Kärner said the biggest attractions are still family and children's animation movies with the most popular currently being "Bayala: A Magical Adventure".

She noted that an increase in popularity can be seen in regards to horror movies and classic films, explaining that cinema goers can receive the full experience looking at a big screen and hearing it from the cinema's powerful sound system.

Both Kärner and Ärm admitted that along with the capacity restrictions set by the government which allow for only 50 percent of cinema halls to be filled, another point of concern is the availability of Hollywood blockbusters.

Both representatives said the cinemas are awaiting the arrival of Christopher Nolan's blockbuster "Tenet", partly filmed in Estonia.

Ärm explained: "When there are no new Hollywood blockbusters coming in, that will also define the profile of the movie goer. 'Tenet' has been delayed four times now, there's a target group that is interested in it and they can't find anything else they're interested in from our current schedule."

Kärner said: "That is the largest life line that would get people to visit us again."


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Editor: Kristjan Kallaste

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