A joint project in the Swedish film industry will offer viewers ten films at half price during the year.
At the moment many friends of the film would be guaranteed to be Swedish. In our western neighbor, a film pass (Biopasset) will be introduced tomorrow, Friday, which will offer its members movie tickets for half price. It tells about this, among other things Dagens Nyheter. In Denmark, a similar passport has been in use for more than twenty years.
The idea of a movie pass is simple and the price is attractive to the consumer. After paying a membership fee of SEK 149 (EUR 15), a regular customer can watch ten films for half price during the period. That means about one movie a month.
In Stockholm, a movie ticket can currently cost up to SEK 318 (approx. EUR 31) in the halls of the large Filmstaden, which is similar to Finnkino.
Eligible works will normally be selected from films to be distributed and must include two Swedish films. The first film to qualify for the member discount is Ridley Scottin controlled by House of Gucci. A princess will be shown later in the season Dianan and the prince Charlesin a film about the last moments of marriage Spencer mixed Pedro Almodóvarin Madres parallels, whose female lead Penelope Cruz was awarded at the Venice Film Festival.
Film industry The project has been underway in Sweden for many years, but it was not until the Korona pandemic that the various players in the industry realized that only through cooperation could viewers be returned to theaters. The national film passport includes both cinema organizations and film distributors. The project is supported by the Swedish Film Institute.
The goal is to increase movie visits by two million. In Sweden, traffic was already declining before the corona pandemic, but the pandemic increased the industry’s distress.
“From our point of view, this is about encouraging people to go to the movies, but also about whining viewers about good movies,” says Pia Grünler, acting as Vice – President of the Swedish Film Distributors Association (Sveriges Filmuthyrarföreningen).
In Finland has recently been horrified by the price of film tickets and wondered, whether they have no pain limit at all. If you want to see James Bond in the best hall of Finnkino in Helsinki, you have had to pay 24 euros for it this autumn. The average price of movie tickets is likely to be around 12 euros.
Could a system such as Sweden entitling to rebates be possible for us as well?
Finnkino’s commercial director Hannele Wolf-Mannilan according to the movie passport launched in Sweden sounds interesting. Filmstaden, a film chain belonging to the same group as Finnkino, is involved in the initiative, so Finnkino will also be following the project closely.
“As the aim of the film pass is to increase film attendance, the Swedish Film Institute has a significant role to play. If a similar one were considered in Finland, the Finnish Film Foundation or a similar body should see its funding as sensible. All parties should be interested in the project, ”says Wolf-Mannila.
According to him, any measures to raise the films are welcome.
“As a cultural form, film doesn’t get as much support as other forms of culture, even though film is an affordable and popular genre. Film is also a possible genre for everyone, as there are cinemas all over Finland, ”Wolf-Mannila reminds.
He does not consider the strong series ticket culture in Finland to be an obstacle to the introduction of a membership club similar to Sweden.
“If you want to increase people’s interest in film and increase attendance at movies, all measures are good.”
The film chamber managing director Tero Koistinen says that the Danish Biografklub Danmark, which is a model for the Swedish system, has been monitored in Finland and that informal discussions have taken place from time to time.
“It would certainly be most challenging to decide on what basis the films to be included will be chosen, as they will, of course, receive huge numbers of viewers. It would be nice to be a fly on the roof watching them in Sweden and Denmark, ”says Koistinen.
Koistinen also reminds that Finns already watch a lot of Finnish films, so they do not need the same boost as in the western neighboring countries.
“In Finland, domestic films typically account for more than 20 per cent of the films watched. In Sweden, for example, domestic public films are not supported in the same way as we do. ”
According to him, Finns have also found their way back to theaters after the corona pandemic so well that October was the fifth best month in five years.
“October was a perfectly normal month, and the epidemic was not visible in any way, which was excellent!” Koistinen says.
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