The revolutionary announcement made yesterday by Cinesa to launch a monthly flat rate that will allow you to see 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, according to what La Vanguardia has been able to collect, despite the fact that it is still too early to be able to fully assess the proposal of the leading film exhibition company in our country.
‘The Netflix of cinemas’ implies the first cinema subscription program of a large exhibitor in Spain whose objective is to stand up to streaming and for the public to return to theaters. The Unlimited Card, which will give you the option of discounts on purchases of popcorn and other products, as well as special passes, will be available from April in two formats: Standard (15.90 euros) and Luxe (18, 90, which will include the chain’s De Luxe rooms, of higher quality, for example with reclining seats). And there will also be the possibility of annual subscriptions of 149 euros (Standard) and 189 euros (Luxe).
“It is a very aggressive offer and we must finish evaluating it, but we are absolutely in favor of trying measures like this that stimulate the market and encourage people to go to the cinema more. The great concern that all exhibitors must have is that the market expands and that the public is increasingly wealthy. So anything that leads people to go more to the theaters is positive,” says Adolfo Blanco, producer and manager of the Verdi cinemas and the distributor A Contracorriente films, which admits that the emblematic cinemas of Gràcia are also looking at actions that are similar.
“The big question is how much the distributor will have left and if the distributor can really sell at those prices because it is an aggressive rate. But if they have worked with the rigor that Cinesa usually works and they have valued it well, I think it is good to try things I understand that they are professionals and they will have done the calculations and that there will be no cannibalization effect. And if once started it is seen that there has been an error, that is what it takes. Sometimes making a mistake is good to rectify. I hope that get it right. Blessed is any initiative that contributes to expanding the market,” he continues.
Who is not at all surprised by this initiative is Toni Espinosa, manager of the Girona cinemas. Ten years ago they were pioneers by launching an annual bonus at the price of 30 euros that added 3,600 subscribers. “They sign up now. Sounds good to me,” he says between laughs. “It saved our lives to do it at that time because we were able to digitize the theaters. If Cinesa considers that it is the moment to do it, go ahead. It is something that has been done in France for many years. I think that companies have to explore new territories and we have done a thousand experiments. Some have turned out well and others have not, but you should not be afraid to take risks and try things to see how the public responds”.
Although the Girona do not have a monthly bonus, the annual one is worth the same as that of Cinesa, 190. And in July it is cheaper, at 69 euros, because they have a special campaign. “Cinesa is a giant company and we are a small company. If I could make a monthly payment, I would do it too, but it is complicated to manage.” Espinosa remembers that they have a loyalty card that costs three euros every two years with which the entrance is cheaper. “We all seek our lives. The great news here is that a large chain has dared to take this step,” he continues.
And she is not afraid that the rest of the exhibitors will join the bandwagon. “At no time have I thought that I was running a risk because both the business concept, as well as the public and the philosophy of Cinesa is very different from ours. And they are compatible. They are commercial and globalized cinema and we project more auteur and independent cinema” .
Cinesa’s proposal coincides with another proposed by Kinépolis for a rate of 7.50 euros per month that would include a free entrance and different advantages, among which are including a companion for the same price, enjoying merchandising and access to special events and previews. The price for a ticket at any company cinema would always cost 7.50 euros compared to 9.90 euros for the normal rate and 7.90 for the reduced rate, which benefits children under 12 years of age, students, people over 65 years of age and people with functional diversity.
La Vanguardia has tried to get feedback from other Spanish film exhibition groups but, for the moment, they prefer to stay on the sidelines and analyze Cinesa’s proposal more calmly.
