good reasons to return to theaters

As it had promised to professionals, the Ministry of Culture gave, on Wednesday, October 26, the kickoff of a major communication campaign intended to encourage the public to return to cinemas, while those these experienced their lowest level of attendance in forty years.

With 25% fewer admissions since the reopening of cinemas in June 2021, cinemas are struggling to win back an audience that has adopted other habits during the Covid pandemic and is perhaps dissuaded, in times of strong inflation, by ticket prices. “But I remain resolutely optimistic,” said Rima Abdul Malak in an interview at Parisian. “If we compare ourselves to our European neighbours, we can rejoice that France remains a country of cinephiles: Italy is experiencing a drop in attendance of 60%, Spain and Germany of 40%. »

On the subject “We all have a good reason to go to the cinema”, the campaign consists of a twenty to thirty second advertising spot which will be broadcast until November 20 on TV, on the radio, in cinemas, as well as on posters in stations. The reasons mentioned can be combined in a humorous way – “To occupy the children (because we can’t take it anymore)”Where “For pecho”but also praise the diversity of cinema – “To see all the films and talk about them” –or the unique experience of the room: “To laugh or cry in the dark”. Everyone is also invited to give on social networks their own reason for going to the cinema with the hashtag #subscriptionseason.

A campaign without price incentives

Expected for several months, this campaign intends to respond in part to the concern of professionals in this sector in the face of public disaffection and the rise of platforms. It recently resulted in the call by a group of independent organizations for a “states general of cinema”, to which the government has not responded for the moment.

The campaign, useful as it is in the current context, is however likely to have a limited impact insofar as it is not accompanied, as is the case during the Film Festival, by price incentives . However, the Minister of Culture judges that the price of tickets “is not that high, with an average of 7€ if we take into account the reduced rates”. Cautious, she believes that “Price is an issue that exhibitors have in mind, but the State cannot interfere in their pricing policy”.

The ministry intends for its part to mobilize the young public by investing in the culture pass, and its section reserved for school outings, rejoicing that Simone, the trip of the century by Olivier Dahan is one of the most viewed films in this context. “This is a real lever to give young people a taste for the 7th art. 75% of young people surveyed say they go there more thanks to the culture pass”, she explains.

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