Tallinn's new cinemas are still building their audiences
Two cinemas that opened in Tallinn, Estonia, this year, Kai Cinema and Cinamon, are trying to stand out from competitors and attract viewers.
Two new cinemas opened in Tallinn, the capital of Estonia, this year and are now trying to set themselves apart from rivals and build a loyal audience. Kai Cinema began operating independently in the spring after previously being part of Sõprus Cinema, while Cinamon moved to Kosmos at the start of summer from its former home at the T1 shopping centre in Ülemiste.
Kai Cinema: a small niche
Kai Cinema belongs to the Kai Art Center and has now been independent for about six months. Program Manager Katariina Rebane says it does not compete directly with the city's other arthouse cinemas. In her view, arthouse films hold a rather small share of the market, and Kai Cinema helps to enlarge both that share and the audience for such films.
Since becoming independent, the programme has grown broader, with more special programmes and screenings that benefit both the art center and the local community. Rebane acknowledged, however, that the cinema is not profitable at present. She is against raising ticket prices, saying she would prefer people can still go to the cinema at a lower price and watch films together with others. For now the venue is kept going by a sense of mission and enthusiasm, in the hope that the economic situation improves.
Cinamon: competing with Apollo
In June, Cinamon reopened in the city centre in the Kosmos building. It is a mainstream cinema and competes directly with Apollo. Cinamon CEO Andaç Bağıoğlu says the company tries to operate differently, not only through its location but also through the emotional significance of the place. It shows a range of cultural films, such as Japanese and Indian titles, and organises events for children and families.
Bağıoğlu says attendance depends largely on which films are in release. When strong titles such as "Spider-Man" or "The Odyssey", or a good animated film, reach the screen, everyone comes to the cinema. Average or weaker films, which can also be watched on streaming services, do not draw people in.
