Cinema attendances rose by 68% in 2022, despite ticket prices seeing record rise

Text Mark Taylor
Photo Andrei Chertkov

In 2022, Estonian cinemas saw an increase of 68 per cent in the number of admissions. This came despite record price rises that saw the average ticket price go up by over one euro from 5.93 euros to 6.99 euros.

Last year saw people across Europe begin to return to the cinema, with the number of admissions increasing by 63 per cent on average across the continent according to a survey by the European Audiovisual Observatory.

Estonia saw a bigger-than-average rise, with 68 per cent more tickets sold than in 2021. Despite almost 2.3 million admissions throughout the year, cinema attendances were still 35 per cent lower than the average of 3.6 million between 2017 and 2019.

Although cinemas have experienced a healthy bounce back after the pandemic, visitors have seen the price difference. Whereas in 2021, the average cinema ticket cost 5.93 euros, this increased to 6.99 euros in 2022 – a record yearly price rise.

The one euro price increase is something that usually takes place over a period of about 5 years. However, prices had remained stable at around 5.90 euros for the past 3 years as cinemas tried to attract customers during the pandemic.

Throughout the pandemic, cinemas offered various discounts and offers to cinemagoers, which made the average ticket price appear lower than it was.

At the same time, Kadri Ärm, executive manager of Apollo Kino also stated that visitors’ changing habits are affecting the average ticket price.

“Our more expensive and more comfortable Star seats sell much better than Club seats, which also contributes to a higher average ticket price,” said Ärm.

Another factor that cannot be forgotten is inflation, particularly the fast rises in energy prices, goods, and also salaries.

Source ERR 

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Apollo Kino Cinema Cinema Ticket Energy Estonian Cinema European Audiovisual Observatory Pandemic Prices