The pressure on cinema tickets is currently lower than it usually is, the cinema chain Filmstaden announces.
At the same time, several major titles are now being launched that the industry hopes will attract more visitors to the country's cinemas.
- Now, several large and long-awaited films will be shown.
Spiderman, Matrix, The Tale of Karl-Bertil Jonsson's Christmas Eve and Bamse are some favorites, says Helena Eklund, commercial director at Filmstaden.
"Everyone welcomes vaccination passes"
But not everything is as usual.
This year, you need to be vaccinated against Covid-19 to be able to see a film on the big screen.
- We require that everyone over the age of 18 has a valid vaccination passport and identification.
Everyone has understood and welcomes that this makes it safe to go to the cinema, she says.
Continued strained position
The situation in the bio industry is still strained.
Last year, several cinemas went on their knees when the pandemic put a stop to cinema visits with more than 8 people in the audience.
Filmstaden had a large loss of income last year and describes the situation as still strained.
- It is clear that we have struggled with our business, says Helena Eklund.
Hope more people get vaccinated
Now the company hopes that the new restrictions will be enough to keep the spread of infection and get more people to get vaccinated.
- If we are forced to close again, it will be extremely noticeable, she says.
The call: Arrive on time
SVT Nyheter visited the cinema on Drottninggatan in Örebro during Christmas Day.
There, the staff think that the new routines with vaccination passes have worked well, even if they lead to the entry taking a little longer.
- We therefore encourage all guests to come a little earlier than usual and to be prepared to show their documentation, says Patrik Gustavsson, cinema director in Örebro.