The revolutionary announcement that Cinesa made on Wednesday to launch a flat monthly fee that will allow you to watch all the movies you want in the company’s establishments has already caused some reactions in the sector. And it seems that in principle they are positive, as La Vanguardia has been able to gather, despite the fact that it is still very early to fully assess the surprising proposal of the leading company in cinematographic exhibition in our country.
The Netflix of the cinemas involves the first cinema subscription program of a major exhibitor in Spain with the aim of standing up to streaming and bringing the public back to the theaters.
The Unlimited Card, which will give you the option of discounts on popcorn and other products, as well as special screenings, will be available from April in two formats: the Standard (15.90 euros) and the Luxe ( 18.90, which will include the De Luxe rooms of the chain, of higher quality, for example, with reclining seats). And there will also be the possibility of annual subscriptions of 149 (Standard) and 189 euros (Luxe). “It’s a very aggressive offer and it needs to be evaluated, but we are absolutely in favor of trying measures like this to boost the market and encourage people to go to the cinema more. The great concern that all exhibitors must have is that the market will expand and that the public will become increasingly wealthy. So, anything that leads people to go to the theaters more is positive”, points out Adolfo Blanco, producer and manager of the Verdi cinemas and the distributor A Contracorriente Films, who admits that the emblematic cinemas of Gràcia are also studying actions that be similar
“The big doubt is how much will be left for the distributor and if the distributor can really sell at these prices because it is an aggressive rate. But if they have worked with the rigor that Cinesa usually works with and have rated it well, I think it is good to try things. And, if once started, you see that there has been an error, that’s what it’s about. Sometimes being wrong is good for rectifying. Hopefully they get it right. Blessed is any initiative that contributes to expanding the market”, he continues.
Ten years ago they were pioneers by launching an annual voucher at the price of 30 euros, which 3,600 people signed up for. “They are joining now. It seems good to me”, he says between laughs. “It saved our lives to do it at that time because we were able to digitize the rooms. If Cinesa thinks it’s time to do it, go ahead. It is something that has been done in France for many years. I believe that companies must explore new territories and we have done a thousand experiments. Some have turned out well and others not, but you shouldn’t be afraid to take risks and see how the public responds.”
And she is not afraid that the rest of the exhibitors will join the bandwagon. “At no time did I think that I was at risk because both the business concept and the audience and the philosophy of Cinesa is very different from ours, and compatible. They are commercial and globalized cinema; we, independent auteur cinema”.
Cinesa’s proposal coincides with another proposed by Kinépolis of 7.5 euros per month, which would give the right to a ticket; from here on, the rest of the tickets bought that month (and those of the companion) would be at the same reduced price of 7.5 euros, in addition to different advantages, such as special events and previews. This newspaper has tried to obtain an assessment from other Spanish film exhibition groups, but, for the moment, they prefer to remain on the sidelines and calmly analyze the initiative.
