July proved to be a bonanza for Belgian cinema operator Kinepolis, which experienced one of its most profitable months in terms of sales. A combination of factors contributed to this surge. From the premiere of blockbuster films such as “Barbie” and “Oppenheimer” to the inclement weather in Northern Europe, everything seemed to conspire in favor of the cinema houses.
Film enthusiasts this year have been treated to a slew of commendable releases. The likes of “The Super Mario Bros. Movie” already had fans thronging the theaters. But the simultaneous release of “Barbie” and “Oppenheimer” took the cinematic experience to another level. The brilliance of marketing these films under the moniker “Barbenheimer” created a palpable excitement in movie halls, leading to an unmistakable buzz among moviegoers.
Weather, often a neglected factor in determining cinema footfalls, played its part as well. Northern European countries, particularly Belgium – Kinepolis’ primary market – and the Netherlands, witnessed a spike in cinema attendance due to the rainy season. With the rains dampening outdoor activities, many sought refuge and entertainment in the cozy confines of the cinema hall. But it wasn’t just Europe that experienced this phenomenon. In the United States, a contrasting climatic condition, extreme heat, drove people towards the respite of air-conditioned theaters.
Kinepolis’ recent financial report reflected this boom in cinema attendance. On Thursday, the cinema operator proudly declared record half-year sales. Their growth chart was impressive; with a 22.8% year-on-year increase, attendance figures touched 16.8 million visitors. However, a comparison with pre-pandemic statistics reveals that there’s still ground to cover. These attendance figures, though laudable, amounted to only 74.8% of the footfall Kinepolis enjoyed during the first half of 2019. It’s worth noting that these statistics do not account for new cinema acquisitions and inaugurations by Kinepolis during this period.
While the return to a semblance of pre-pandemic cinema attendance is a positive sign, it underscores the long road ahead for complete recovery. Yet, with innovative marketing strategies, an exciting line-up of films, and unpredictable weather patterns, cinema operators like Kinepolis remain optimistic about the future.
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