Discrete data in the first week
Confidence that the data will improve
The cinema for two euros does not engage retirees
Last May, Pedro Sánchez announced that the Government would approve a measure so that those over 65 could go to the cinema once a week (preferably on Tuesdays) for two euros. This initiative came into force last Tuesday and, despite the fact that it was presented as a social advance that aims to recover the levels of attendance at theaters prior to the pandemic, most of the cinemas consulted agree that the first week settled with a poor number of tickets sold at this discount.
The reduction was announced by the President of the Government on May 14, during a campaign event in Puertollano for the regional elections of 28-M. Barely a month later, on June 13, the Minister of Culture, Miquel Iceta, established what this cinema access program would be like, calculating that around 9.5 million people could benefit from this offer and the investment would be around 10 million euros.
Iceta established that the objective of this measure was to promote the cultural sector, especially the cinema, since, according to the data offered by the Ministry itself, The theaters still have 40% fewer viewers compared to the average for the years 2017 to 2019.
The cinema for two euros does not engage retirees
Discrete data in the first week
During the first seven days of this retiree discount, some movie theaters confirm to Confidential Digital that the number of tickets sold to over 65s are quite poor for what was expected, however, they emphasize that Tuesday was a day in which practically no tickets were sold and this measure “has helped somewhat”.
Of the cinemas consulted, the only ones that have been able to offer exact data on tickets for two euros sold are: Plaza Coslada (208) Multicines Tenerife (366), the Cines Moix Negre de Menorca (106) and the Durango cinema (327), and they all agree that the number of tickets sold with this discount is less than expected.
From Kineápolis they indicate that, although they do not have exact data on the number of tickets sold, during the first Tuesday of the discount attendance has been quite discreet. They have the same feeling on the website sacatuentrada.es, establishing that they are poor numbers for what was expected
Confidence that the data will improve
Despite the fact that the data is not encouraging, from the Federation of Spanish Cinemas (FECE) they have no doubts that, in the long term, This measure will help the recovery of the sector. It must be remembered that the initiative aims to get the elderly to return to theaters because they are the age group that is taking the longest to resume the habit of going to the movies prior to the pandemic.
The optimism does not reside solely in the FECE, since the cinemas themselves are confident that the number of people who take advantage of this discount will increase As the weeks go by, and right now they are appealing, there are many premieres and very good ones. However, they recognize that it is necessary for both the media and the institutions to carry out a greater campaign of promotion of this measuresince they consider that it has not been promoted enough.
The cinema for two euros does not engage retirees
2023-07-17 23:01:24
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